G-NO, the Rhino has had an upgrade as an NFT avatar made entirely of digital denim. Set to be the digital face of the brand, G-NO who is non-binary and every bit the rebel their name suggests, is bound to take the virtual world by storm.

Live Auction on Rarible

There will be ten unique G-NO avatars available, highlighting an iconic moment in the brand’s history. The auction will go live on Rarible, with each G-NO starting at 0.1 ETH. Rarible is a leading community-centric multichain NFT marketplace that is home to cool native NFT artists and projects such as Pak and Women Rise.

“We’re excited to enter the NFT space with an art project that brings our story to life. We are known for pushing the limits of denim. Turning our mascot into a piece of digital denim art means we’re able to meet our audience’s appetite for innovation and be in the spaces where they are”

– Gwenda van Vliet, the brand’s CMO.

Outspoken Design

Every single G-NO tells a different brand story and has been meticulously crafted using different denim fabrics and G-Star’s trademark details. Collectors will be the first to own a piece of G-Star RAW digitised denim while simultaneously owning a part of the brand’s legacy. Buyers will also get an exclusive G-Star RAW product that matches the design and particular story behind their chosen G-NO.


But this isn’t just another brand jumping on the NFT wave for the sake of it. G-Star RAW wants to build a digital community that will collaboratively define what the brand should do in the web three-space. People who contribute ideas and are engaged in the community will be rewarded with a complimentary NFT token that can be burnt to access benefits such as limited product releases and event tickets and potentially give access to future metaverse activations. Whatever the virtual future holds for G-Star RAW, their community will decide.

Discover the project here: g-star.com/metaverse