Chess Star Magnus Carlsen teams up with G-Star Raw after jeans controversy

Magnus Carlsen was involved in a controversy at the World Rapid and Blitz Chess Championships in New York. The chess grandmaster was seen wearing jeans. This was found against the International Chess Federation's (FIDE) dress code.

Magnus was fined $200 and was asked to change his attire to the dress code that fits the FIDE regulations. On being asked, he refused to do so and decided not to participate in the World Rapid Championship and Blitz Chess Championships. This led to his disqualification.

Magnus is already a five-time winner of the World Rapid Chess Championship and an eight-time winner of the World Blitz Chess Championship.

FIDE finally approved jeans as a part of a dress code on December 30, 2024, which led to the re-entry of Carlsen.

After the controversy, Magnus Carlsen announced his new collaboration with G-Star RAW, which is famous for its denim.

G-Star RAW renews the collaboration with Magnus Carlsen

G-Star first partnered with Magnus Carlsen in 2010, and they're back with a new partnership in 2025. The brand found the jeans controversy surrounding Magnus as a good chance to get back together for their new collab.

G-Star and Magnus Carlsen uploaded three posts on Instagram announcing their new collab.

G-Star also shared a post on LinkedIn explaining the reasons behind the collaboration. The brand stated:

"When Magnus Carlsen, Norwegian chess grandmaster, made headlines for his fearless stand at the World Rapid & Blitz Chess Championships - refusing to ditch his jeans despite tournament rules - we knew it was time to reignite our collaboration. Taking the fine and facing disqualification, Magnus made his stance clear: denim is for everyone, anywhere, anytime - even at the chessboard."

They further continued:

"As proud partners since 2010, we’re thrilled to announce that Magnus will now compete in G-STAR denim, with a new dress code in place, and take center stage in our Q2 2025 campaign."

The setback turned out to be a great opportunity for both G-Star and Magnus in showing that chess can be played in any attire.

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Magnus Carlsen will be part of G-Star's campaign, which will launch between April and June 2025. The final dates are yet to be announced.

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