Its exciting to note that Pharrell Williams – the famous singer- has become a co-owner of the famous denim brand G-Star RAW. This partnership comes after two years of collaboration between G-Star and Pharrell’s company Bionic Yarn on the RAW for the Oceans collection, transforming recycled ocean plastic into denim. During this collaboration it became apparent that there was a shared pursuit for constant innovation on both sides.
“G-Star is an independently minded and forward thinking company. I believe they will be the definitive jeans brand of the 21st century. I am looking forward to be part of that mission and to co-create G-Star’s future.” Pharrell
Pharrell is set to be immersed in the company on many creative levels – it appears this partnership is more in line with a highly visible brand partnership than a back-room business deal. Pharrell Williams has always been a fashion icon, among his many other talents. He recently bought back full control of Billionaire Boys Club and Ice Cream, clothing and fashion labels he popularized in the mid 2000’s.
Thecla Schaeffer, CMO G-Star RAW said
“In working with Pharrell Williams we wish to continue to innovate by allowing Pharrell to push the boundaries even further across all aspects of our business from creating new product ideas and new visions on sustainability to creating new brand experiences. We’re genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together.”
G-Star will expand and continue its partnership with Bionic Yarn. With Pharrell as new co-owner, G-Star’s sustainability initiatives will remain a core focus to innovate the future of jeans.