Pharrell Williams has been announced as co-owner of G-Star RAW in a partnership that comes after two years of collaboration between G-Star and Pharrell Williams' company Bionic Yarn on RAW for the Oceans, transforming recycled ocean plastic into denim.
Pharrell Williams is set to be immersed in the company on many creative levels, from collections, to advertising and business strategy. With established compatibilities in design ethos and creativity, Pharrell's involvement with G-Star emerged to be a natural fit, both being recognized for a shared pursuit of innovation.
"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," explains Thecla Schaeffer, CMO of G-Star. "We are genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together."
G-Star will continue and expand 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.