G-Star RAW
Celebrating 15 years of Motor Elwood

The Elwood was invented in southern France, where Pierre Morisset lives. The French designer once owned a jeans store in Maastricht and has been associated with G-Star since 1991.

In Carcassonne, in the mid-nineties, Morisset saw a totally rained-out German step off his motorcycle; when he walked away, his leather pants still had a kinked shape. Morisset, who was bothered by the fact that the jeans of unwashed denim that G-Star used at the time, were so “straightforward”, sketched a pair of men’s trousers with the knee patches of motorcycle pants, seams in the knee cavity, and, of course, legs bent forward. The Elwood became such a success in no time that American designer Tom Ford, then Gucci’s chief designer at the height of his fame, personally congratulated Morisset. H&M and Ralph Lauren had to remove imitations from the shelves.

We had the honor of celebrating 15 years of Motor Elwood and developed an online experience. We documented Pierre at work, some motorcycle shots we didn’t want to buy and created a anamorphic style for the imaginary. Check out a full walkthrough of the site.