G-Star's RAW World Chess Challenge

One of G-Star's main philosophies includes the use of "unexpected and forbidden" combos of elements within their line, and their Fall/Winter 2010 ad campaign is photographic proof. The new ads include both the "Mozart of chess," Magnus Carlsen, who is the youngest person ever to be crowned World Champion, along with the beautiful and ever-so-bold fashion icon, Liv Tyler. Beauty and brains -- what more could anyone want?

To provide further support and excitement to their new campaign, G-Star will be hosting a global chess competition, The RAW World Chess Challenge (RWCC), that will take place at the Cooper Square Hotel in New York City on September 10th. The challenge gives anyone and everyone the chance to take on the World Champion himself, live on the internet. Thank you G-star -- now we all have an excuse to play the queen.

More information on the challenge can be found here.

-- JOE REILLY