G-STAR RAW – PHARRELL WILLIAMS NEW CO-OWNER

G-Star RAW and Pharrell Williams have announced a strategic partnership in which Pharrell Williams will be co-owner of the jeans brand and is set to be immersed in the company on many creative levels, from collections, to advertising and business strategy.

This partnership comes after two years of collaboration between G-Star and Pharrell Williams¹ company Bionic Yarn on RAW for the Oceans, transforming recycled ocean plastic into denim. With established compatibilities in design ethos and creativity, Pharrell¹s involvement with G-Star emerged to be natural fit, both being recognized for a shared pursuit of innovation.

G-Star and Pharrell Williams share an aesthetic that is raw, pure, innovative and identified by the continuous search for the unexpected.