Shubhankar Ray is the former global brand director of Amsterdam-based denim label G-Star.

Born in Calcutta, India, in 1968, Ray moved to Manchester, England, where he studied chemistry before moving into fashion branding. He began his career reinventing global fashion and lifestyle brands – a career that has spanned 20 years. 

Ray is mostly known for the innovative and award winning global campaigns and brand images he created for Caterpillar in the 90s, Camper in the 00s and G-Star since 2006, as their Global Brand Director. 

For G-Star, he pioneered groundbreaking marketing ideas, such as a record label, virtual nightclub-museum, pop-up gallery, infotainment fashion shows and the world’s first denim made from recycled ocean plastic.

His work is based in global branding, consumer-social reality and designing multi-level communications systems including international advertising campaigns, magazines, shop systems, TV spots, gallery installations, music, web and short films.

Ray left G-Star after ten years but is still involved as a consultant.