More Powerful than Advertising

Shubhankar Ray

Shubhankar Ray, global brand director of fashion-forward denim label G-Star RAW, believes that flashy campaigns are not necessarily the best way to promote a brand. First, the brand owner needs to understand the culture that the brand lives in, and exactly how it integrates into that space.

Check out Ray’s interview with Design Indaba below, or click here to read a bit more about how Ray believes brands need to think about interacting with society.