Models for the brand include Liv Tyler, Max Verstappen, Mathias Ranegie, Girls' Generation, former World Chess Champion Magnus Carlsen, Clémence Poésy and musician Sergio Pizzorno.

In 1996, G-Star introduced raw denim jeans, which were untreated and directly from the factory.

[3] G-Star's flagship stores are located in New York City, Los Angeles, Edinburgh, Melbourne, Shanghai, Paris, London, Cardiff, Milan, Johannesburg, Santiago de Chile, Mumbai and the Netherlands as its home base in the most luxurious shopping street of Amsterdam, the P.C.

[4] In August 2020, all 57 Australian stores were permanently closed after administrators failed to find a buyer for the business.

[5] In February 2014, artist and music producer Pharrell Williams announced a collaboration between G-Star RAW and his textile company Bionic Yarn called "RAW for the Oceans," a collection of denim made from recycled plastic that is found in the ocean.