Jean Prouvé by G-Star RAW for Vitra debuted in U.S. during New York Fashion Week. Dedicated pop-up shop unveils Prouvé RAW. New York, September 14th, 2011 – Last night international denim brand G-Star unveiled, for the first time in the U.S., Prouvé RAW – a collection of Jean Prouvé furniture pieces reinterpreted in collaboration with Swiss furniture manufacturer Vitra. Nine pieces from the full collection of seventeen will be available for purchase in a limited edition.

The Jean Prouvé by G-Star RAW for Vitra event drew New York City’s most notable fashionistas, media and influentials downtown for a first look at the new collection and pop-up space.Amongst the attendees were Jos van Tilburg, Joris Aperghis and Shubhankar Ray from G-Star, Josef Kaiser from Vitra and celebrities Matthew Settle, Corinne Bailey Rae, Cara Santana, Christian Siriano and Mia Moretti. The night was opened by Josef Kaiser, Managing Director Vitra Inc. and Shubhankar Ray, Global Brand Director G-Star who emphasized the uniqueness of this collection and collaboration between Vitra, G-Star and the Prouvé family. With common respect and admiration for Jean Prouvé and the French modernist’s work, Vitra and G-Star joined forces to modernize and reinterpret some of his most classic pieces.

From September 13th through the 26th the public can view and pre-order the nine piece furniture collection before they officially go on sale in late October. The pop-up shop is located at Vitra, 29 9th Avenue, in New York City’s Meatpacking District. Prouvé RAW made its first appearance at Art Basel in June with an exhibition at the Hadid Firestation located on the Vitra Campus in Weil am Rhein.

The crossover project evolved organically as Jean Prouvé’s iconic creations have always been an inspiration to G-Star, a brand who prides itself on its distinctive and innovative approach to fashion design. Prouvé’s focus on balance, logic and use of pure and raw materials, mirrors G-Stars’ own product approach as some of his designs and original pieces have been on display in several G-Star offices and showrooms for many years. The Prouvé RAW collection extends the G-Star Crossover Series of RAW Defender, RAW Ferry and RAW Cannondale: unique design experiments that fuse G-Star’s core DNA with that of other product manufacturers committed to innovation, technology and craftsmanship.

About G-Star RAW
From its conception in 1989, G-Star (headquartered in Amsterdam) has been known for its innovative style in the world of denim, consistent research work, eye for detail and elaborate treatment techniques. This results in authentic products that portray denim craftsmanship. Products with a distinctive design signature that add luxury to the raw character of denim.
About Vitra
Vitra is a furniture company dedicated to developing healthy, intelligent, inspiring and durable solutions for the office, the home and for public spaces. Vitra’s products and concepts are developed in Switzerland by applying a diligent design process that brings together the company’s engineering excellence with the creative genius of leading international designers. It is our goal to create products with a high functional and aesthetic life expectancy. The Vitra Campus architecture, the Vitra Design Museum, workshops, publications, collections and archives are all integral elements of the Vitra Project. They give Vitra the opportunity to gain perspective and depth in all of its creative activities. www.vitra.com