“And it’s all in one night, since everyone’s around, we brought everyone up out of their home for a night, so lets get right.”
That’s the sweet hook from Tory Lanez on ‘Dinelo’ from the new Snakehips EP and with the music pumping and the drinks flowing, G-Star got it right last night with the G-Star Elwood Sessions bringing out a lot of friends to their flagship store on Oxford Street in London.
As the G-Star store in London shutdown from 5pm, it was time for a Elwood Session takeover as preparations began for us to have an exclusive run of place. Right in the heart of the G-Star denim home, this house party was hosted by G-Star with Nation of Billions and Alize for a special selection of invited friends. Guests stepped in, got straight into the mood with Alize supplying the liquid and the DJ decks set up and ready to go.
A store isn’t your typical venue for a party, but this wasn’t just any type of party, this was a G-Star party. Adorned with denim from top to bottom, beers were loaded in metal trash cans and talents from the UK music, TV and fashion scene came out to celebrate a cult: the 20th anniversary of the G-Star Elwood Jean. DJ sets from Snakehips, Eli And Fur and Semtex guaranteed the party was lit and all our friends were turning up.
Kicking off the musical proceedings was DJ and production duo Eli And Fur. Taking it in turns on the decks, the pair played us some of the sweetest house, tropical dance and electro classics. With guests striding into the flagship G-Star store in London, Oxford Street, in a constant flow, within minutes the place was fast filling up.
Fresh from their Coachella performances, where they played back to back weekends and brought everyone out on their stage from Syd Da Kid, D.R.A.M, Goldlink, Tinashe and Jay Prince, the Snakehips guys were suitably hyped. Snakeships hit the floor cutting it smoothly in their G-Star Elwood’s, before taking over the wheels of steel to start their exclusive set. By this point I was won over, starting off with some very timely Drake and his UK number one, ‘One Dance’, Snakehips showed off their wicked sonic selections ranging from hip-hop, trap, R&B and breezy electro. Cuting in their new single ‘Money On Me‘ with Anderson .Paak, just proved once again this British duo know just how to let it go off.
Stepping up to the DJ podium Semtex came in with some R&B classics just to keep us in the mood dropping that Kelis and Andre 3000 ‘Millionaire’. Dropping back to back hip-hop classics from 50 Cent ’21 Questions’, of course, no Semtex set would be complete without a dash of Kanye West.
London is one of those cities that just leaves you spoilt for choice about which event, gig, party to hit every night of the week, and this week’s been no exception with night after night of gigs with Yungen, Pusha T & Desiigner, Macklemore and more. Yet having time to just hang with friends, mixing it up with influencers from the fashion and music, was the perfect way to wrap up a week well worn in G-Star.
By this point, the party was in full swing, TV presenters Reggie Yates and AJ Osudu were hanging out with some of Nations of Billion’s own musical friends who popped by, from Wolfie, Proton, Shadez The Misfit, Aiden Coker, Alana Verde and more.
It’s been 20 years since the iconic G-Star Elwood 5620 was created, and it’s innovative 3D design was a first of its kind. It’s only right that the creme de le creme of fashion tastemakers were there to celebrate such an iconic fashion moment with the likes of Vogue, GQ and more all coming through to get in on the party.
Spotting friends from Reggie Yates, Alissa, AJ Odudu, Siobhan Bell, Tinea Taylor and Rina Sawayama – many of whom were fitted out in the G-Star’s Elwood range, I only had one thought on my mind: I gotta get me some.
The event and the Alize wasn’t the only thing that went down well, many in attendance were shocked at how dope the G-Star range was. Reggie Yates, a man partial to looking suave on Instagram, mentioned how impressed he was with the biker Elwood Range.
The night drew to a fitting purple-filled close with tunes from a universal style and music icon, Prince and we all partied in full force like it was 1999. It was the perfect end, to an evening filled with perfect fits: Happy 20th G-Star Elwood, and here’s to the next 20 more.