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A New Take on Denim Retail at G-Star Oxford St

Jeans shopping is one of those things that you absolutely have to be in the right mindset for; especially on the conduit to madness that is Oxford Street. Well pleasingly, the clever folks at G-Star have been rethinking the idea of buying a humble pair of jeans, which let’s face it, we all need to do at least once a year.

The new temple of denim is located just next to John Lewis on Oxford St, on a light-filled corner plot that has been decked out in a minimal, museumlike fashion, all centred around their 7 halo styles of denim, including the Elwood, their innovative 3D-engineered denim line, and their perfectly-proportioned (for me anyway) 3301 skinny model.


The twist at G-Star is their unique staff structure, including a team of specially-trained denim experts who are quite, quite brilliant at guiding you through the styles of denim on offer. There’s also iPads with the entire product range for you to browse through if you’re not feeling chatty. Combined with an open-plan changing room (don’t worry – there’s plenty of privacy), mobile payment hubs and a glass denim mezzanine storeroom, there’s a real sense of the store being a flexible, modern and airy space.


Downstairs in the women’s department, the basic concept is repeated but softened; the space feels more intimate thanks to different lighting and materials, and clever touches are everywhere – we particularly like the dressing gowns in the changing rooms just in case you have to nip out and ask for another size.

Anyway, we could harp on about how lovely the space is, but here’s an idea: when you’re buried in the throngs of people on Oxford St this weekend doing your last-minute Xmas shopping, pop in and have a look; it’s definitely worth your time.

- Seb Law

G-Star RAW, 272-274 Oxford St, W1


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