G-Star Raw x Rarible Has Launched Its First Denim Art NFTS

G-Star RAW’s mascot has had an upgrade as an NFT avatar made entirely of digital denim. Set to be the digital face of the brand, G-NO who is non-binary and every bit the rebel their name suggests, is bound to take the virtual world by storm. 

Live Auction on Rarible

There will be 10 unique G-NO avatars available, each one highlighting an iconic moment in the brand’s history and will be revealed from 30 March to 6 April. The auction will go live on Rarible on April 6 with each G-NO starting at 0.1 ETH ( 0.1 ETH = +- 4,480.54ZAR) Rarible is a leading community-centric multichain NFT marketplace that is home to cool native NFT artists and projects such as Pak and Women Rise.

“We’re excited to enter the NFT space with an art project that brings our story to life. We are known for pushing the limits of denim. Turning our mascot into a piece of digital denim art means we’re able to meet our audience’s appetite for innovation and be in the spaces where they are” says Gwenda van Vliet, the brand’s CMO.

Outspoken Design

Every single G-NO tells a different brand story and has been meticulously crafted using different denim fabrics and G-Star’s trademark details. Collectors will be the first to own a piece of G-Star RAW digitized denim while simultaneously owning a piece of the brand’s legacy. Buyers will also get an exclusive G-Star RAW product that matches the design and particular story behind their chosen G-NO.


But this isn’t just another brand jumping on the NFT wave for the sake of it. G-Star RAW wants to build a digital community that will collaboratively define what the brand should do in the web 3 space. People that contribute ideas and are engaged in the community will be rewarded with a complimentary NFT token which can be burnt to access benefits such as limited product releases, event tickets and potentially give access to future metaverse activations. Whatever the virtual future holds for G-Star RAW, their community will decide.


This campaign launches on the 30th of March. Discover the project here: g-star.com/metaverse