Gsus sindustries
retail and fashion - Authentic, quirky and unique. The Dutch fashion brand gsus has always brilliantly managed to stand out from the crowd. Averse to cliches and status symbols, gsus has had a unique take on fashion since 1993. Known for its unexpected combination of styles, the non-conformist ethos of the brand was quickly embraced by the skateboarding world and the party scene.
In 2011 however, gsus celebrates its 18th anniversary and the ‘rebel’ will officially be an adult. After a turbulent time and some changes in management, gsus has restructured and redesigned the brand for a new decade. It’s more subtle and more harmonious, with a strong focus on quality of shape, materials and detailing. The stubborn gsus twist though cannot be missed. Expect the unexpected!
Leading Dutch design brand
The Gsus saga started on Friday August 13, 1993, when three friends (Peter Steenstra, Angelique Berkhout and Jan Schrijver) opened the first heavens playground shop in Arnhem, the Netherlands. At that time the baggy look is a big hit, but gsus shows a tight retro T-shirt with 70’s glitter prints. The designers like to mock fashion clichés by placing them in a different light, and initially this is quite extreme. Imagine one of the iconic gsus items like the oversized skate pants in classic pinstripe and the faux fur bikini. This unconventional take on fashion is extremely popular and quickly becomes a leading international brand with sales in over 25 countries worldwide. Praised for its innovation and controversial campaigns, the company has been awarded many design awards over the years.
New management, New direction
Meanwhile the rebel has grown up and gsus is now moving in an exciting new direction. Jan Schrijver became Creative Director in January and Jean-Pierre Raes returned in September 2010 as Managing Director. Raes, together with Roemer Zonneveld, who manages the retail division, are now on the Board of Directors. Dutch investment company Varova, who have already managed several successful turnarounds in various industries, are supporting the restructuring and a number of changes are already in place. The design and merchandising team has been strengthened and the national and international sales team has been renewed. In addition to internal changes, various commercial conditions were also immediately adjusted.
Authentic characters
The gsus DNA was re-examined to create a recognizable signature for the new matured collection. “The collection will be more subtle,” says Co-founder and Creative Director Schrijver. “We had a good time being a rebel and designing collections from our ‘gsus island’ that were often diametrically opposite what the market dictated. We might have overdid it sometimes. Another reason was that in this disguise the focus on quality wasn’t strong enough” according to Schrijver. Here lies the challenge for the new brand: quality in design, material and detail - but always with an authentic gsus twist. The color palette is more balanced with bright colors and exuberant prints used as a surprising accent lining. Priorities of the new collection are a focus on clean, casual design with a twist; sexy and stylish for the ladies, masculine and dressed up for the men. There is also an emphasis on a comfortable fit and rich materials. At the same time, gsus is striving to create strong value for money. In 2011 gsus stands for smart fashion with a raw edge, designed for style-conscious men and women.
Logo 2.0
In addition to the enhanced brand vision, gsus also unveils a brand new logo. “We experience the transformation as a true change of course and find it logical to change the flag we sail under. No more ‘crown’” says Jan Schrijver. “The new logo is simple and contemporary, but does not deny her roots, while the ‘three-spike’ is literally a detail of the crown,” explains Schrijver. The new logo is also a metaphor for the change in the collection, with the focus on detail and quality
