Fashion and music icon, Pharrell Williams has added another fashion brand to his ever-expanding portfolio of businesses. The Grammy-winning producer and artist will be co-owner of G-Star RAW and is set to be immersed in the company on many creative levels, from collections to advertising and business strategy.
“G-Star is an independently minded and forward-thinking company,” said Williams. “I believe they will be the definitive jeans brand of the 21st century. I am looking forward to being part of that mission and to co-create G-Star’s future.”
Founded in 1989, G-Star RAW offers a wide range of apparel, accessories, footwear, and eyewear. Since inventing the ‘3D Denim’ approach to jeans construction in 1996, G-Star RAW represents the forefront of the denim industry, producing pioneering products and expanding into a global brand.
This partnership comes after two years of collaboration between G-Star RAW and Williams’ company Bionic Yarn on RAW for the Oceans, a project that transformed recycled ocean plastic into denim. With established compatibilities in design ethos and creativity, William’s involvement with G-Star RAW emerged to be a natural fit.
“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,” said Thecla Schaeffer, CMO of G-Star RAW. “We are genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together.”
Part of G-Star RAW’s future is to create unique opportunities for the brand by partnering with other progressive companies and personalities. In the past, they have collaborated with acclaimed industrial designer Marc Newson, furniture line Prouvé RAW Office, and world chess champion Magnus Carlsen. In the near-term, G-Star will continue and expand its partnership with Bionic Yarn.
In addition to its creative efforts, G-Star RAW will focus on sustainability initiatives to innovate the future of jeans.