01 DECEMBER 2015

WeTransfer & G-Star Highlight Talented Artists in Second Edition of “Tone To Transfer” Partnership at Art Basel

Exclusive artwork and music will be featured at Miami’s Brisky Gallery on Dec. 2

MIAMI, FLO. (DEC. 01, 2015) – Leading denim brand G-Star has partnered with WeTransfer, the simple file-transfer service to discover and share new digital content, for the second edition of its “Tone To Transfer” series. This second “Tone To Transfer” collaboration is the latest in a series of partnerships powered by G-Star and WeTransfer that support and champion creativity, from emerging talents to established professional artists.

This partnership celebrates the unexpected by bringing together the work of highly regarded artists from the visual art and music worlds, all known for their unorthodox use of materials. The “Tone To Transfer” event will take place on Dec. 2, 2015 during Miami’s Art Basel at the Brisky Gallery located in the Wynwood Art District, featuring exclusive artwork by graffiti and collage artist Greg Lamarche, as well as a DJ set curated by Jasmine Solano. Brisky Gallery is home to a large collection of international and local artists working in various mediums, which brings in the finest quality of work to the neighborhood.

“Part of WeTransfer’s unique identity that makes the company more than just an international file-sharing service is that we value and empower collaboration among artists,” says Bas Beerens, CEO and founder of WeTransfer. “By presenting Greg and Jasmine with a stage to share their work, we’re not only enhancing the Art Basel experience for everyone, we’re bringing what we do in the digital world to a physical space, creating a compelling, one-of-a-kind artistic experience.”

WeTransfer now has more than 85 million transfers per month worldwide, totaling more than one billion transfers annually, with more than half of its global users working in creative industries. Designed for anyone to express their creativity, next year, WeTransfer is on pace to double its total annual transfers from one billion to two billion in 2016.

On an ongoing basis, WeTransfer gives away one third of its full screen wallpapers to artists, free of charge. All artwork featured is carefully curated by the WeTransfer team. The “Tone To Transfer” event at Art Basel is an extension of WeTransfer’s commitment to beautiful design and support for artists.

For G-Star, “Tone To Transfer” comes at a time to commemorate the 20th anniversary of the iconic G-Star Elwood 5620 jeans. The original G-Star Elwood was released in 1996, invented by Head Designer Pierre Morisset. The denim style features five key elements that make it instantly identifiable – its knee patches, 3D shaping knee darts, saddle patch, heel guards and slanted thigh seams.

“G-Star Raw is about to enter its 20th anniversary of the iconic Elwood jeans; the first 3D constructed denim ever made,” said Thecla Schaeffer, chief marketing officer at G-Star Raw. “It is a design that could have only evolved from a denim brand with a modern take on the future, ready to embrace unexpected combinations. An attitude that gets celebrated through partnering with WeTransfer, providing a stage for emerging raw talents during the globally renowned Art Basel Miami fair.”

Tone To Transfer Event Information

WHAT: WeTransfer & G-Star Tone To Transfer Event: Artwork by Greg Lamache and DJ set by Jasmine Solano. Bar sponsored by Hennessy.

WHEN: December 2nd, 2015

WHERE: Brisky Gallery (130 NW 24th St, Miami, FL 33127)

TO RSVP PLEASE EMAIL: Julieta-contento@g-star.com

To join the event on Dec. 2 and experience this merge of talent, please RSVP at julieta-contento@g-star.com.


About Greg Lamarche

Greg Lamarche is a New York City native, inspired by the dynamism of his city and its role as an incubator of the outlaw art of graffiti. His collages combine the city's relentless rhythm and graffiti's aggressive presence to express the power, elegance and rebelliousness of urban creativity. Each unique work of precisely hand-cut paper becomes an interplay of the directness of graphic design and the aesthetics of fine art.

About Jasmine Solano

From creating and touring worldwide as a DJ, to hosting her own MTV series “Scratch the Surface”, Jasmine Solano has solidified her career as a premiere music influencer across multiple media platforms. She gained an international resume as both VJ and DJ by hosting a range of clients and top talents in the industry such as Beyoncé and Wiz Khalifa.

About WeTransfer

WeTransfer is the place to share digital content and is designed for anyone to express their creativity or share creative work. WeTransfer believes that sharing leads to an unstoppable movement of creative energy, allowing people to discover what is new. For more info, visit www.wetransfer.com.

About G-Star RAW

Founded in 1989, G-Star RAW remains driven by a philosophy of “Just the Product”. With this dedication to quality and progress, the brand represents the forefront of the denim industry, producing pioneering products, and rapidly growing into a global brand. Since inventing the '3D Denim' approach to jeans construction in 1996, with the creation of the G-Star Elwood, G-Star now offers a wide range of apparel, accessories, footwear, and eyewear, alongside its jeans core. For more on G-Star please visit: www.g-star.com. G-Star Raw. Just the Product.

About Art Basel

Art Basel stages the world's premier art shows for Modern and contemporary works, sited in Basel, Miami Beach, and Hong Kong. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. In addition to ambitious stands featuring leading galleries from around the world, each show's singular exhibition sectors spotlight the latest developments in the visual arts, offering visitors new ideas, new inspiration and new contacts in the art world. For more info, visit www.artbasel.com.

Media Contacts

Chris Harihar

Crenshaw Communications for WeTransfer

(212) 367-9748


Cachee Livingston


(917) 865-3373


About WeTransfer

WeTransfer is the simplest way to send your files around the world. The service was founded in 2009 in Amsterdam by Bas Beerens and Nalden, who wanted to create an easy platform for people to send big files without any sign-up. Today, 40 million active users across 195 countries transfer one billion files every month. It is WeTransfer’s mission to enable the effortless transfer of ideas from one creative mind to many. We want to help our users get in, and stay in, their creative flow – that strange and beautiful state where everything comes together and great things happen.

WeTransfer has a dual revenue model, split between advertising and premium subscriptions. With WeTransfer Plus, customers benefit from bigger transfer sizes, storage and personalization options. WeTransfer also works with the world's biggest brands, including Google, Samsung, Netflix and Squarespace, to develop and deliver beautiful, full-screen advertisements on our background wallpapers.

Since day one, WeTransfer has proudly supported the creative communities by giving away 30% of the advertising space to showcase projects we love. With WeTransfer Studios, creative partnerships have been launched with some of the world's most interesting individuals and organizations, including FKA twigs, Rankin, Anderson .Paak, McSweeney's, World Press Photo, The Royal Academy of Arts and the Ace Hotel Group. On our content platform This Works, we tell the stories behind the creative work we curate and create. WeTransfer also supports tomorrow’s creative leaders by offering free premium accounts to all arts students in the United States.

Following a $25 million investment from Highland Capital in 2015, WeTransfer opened a US office in Venice Beach, Los Angeles, to add to the Amsterdam headquarters.

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