G-Star channels New York street culture in global campaign

Denim brand G-Star is going for a New York street culture vibe in a new global campaign taglined “Uniform of the Free.”

It includes a spot helmed by music video director Dexter Navy (who has worked with the likes of Kanye West) and cast directly from the street in New York City.

The 75 second ad is soundtracked by an original piece of spoken word poetry, set to an unreleased track by electronic duo The Blaze, featuring Chicago-based spoken word poet Rapsody.

It features real-life individuals including hip-hop ballerinas, female dirt bikers and urban climbers, found by way of extensive street casting in the U.S. and through searches on YouTube and Instagram.

G-Star worked with Amsterdam creative agency Herc on the campaign, which also includes print, retail activations, online, social and billboards in metropolitan locations such as NYC, L.A. London and Tokyo.

The new brand line, "Uniform for the Free," references denim’s beginnings as a workwear uniform.

“Some people flash their skills or attributes outwardly, while others tend to reveal what’s special or unique about what they do in a way they don’t always give away at first glance,” says Navy in a statement. “It’s what drives the vibe in the G-Star film.”