The fuss surrounding grandmaster Magnus Carlsen’s jeans is coming to an end. The famous chess player is entering into a collaboration with G-Star Raw, the brand reports on social media.
At the end of 2024, there was a fuss about the jeans that Carlsen wore during the Rapid Chess World Cup. The dress code of the chess federation FIDE explicitly states that jeans may not be worn during matches. The federation ordered the chess player to wear nicer trousers for the next round, but Carlsen refused. A fine followed and Carlsen was no longer allowed to play rounds. The chess player himself decided to withdraw from the World Blitz Chess Championship that took place on December 30.
Ultimately, FIDE adjusted the dress code so that it is possible to wear jeans. As a result, Carlsen did participate in the World Blitz Chess Championship.
The new dress code also created an opportunity for G-Star Raw, as can be read on LinkedIn. The brand already had a collaboration with Carlsen in 2010, but is now continuing it.
“When Magnus Carlsen, the Norwegian chess grandmaster, made headlines with his fearless attitude during the Rapid and Blitz World Championships – refusing to take off his jeans despite tournament rules – we knew it was time to revive our partnership. Magnus was fined and disqualified, but made his position clear: denim is for everyone, anytime, anywhere – even on the chessboard,” the brand said.
Magnus Carlsen will be featured in the G-Star Campaign that will be launched in the second quarter.
