G-Star RAW has announced a strategic partnership with celebrity influencer Pharrell Williams, in which Pharrell will be co-owner of the jeans brand. He will become “immersed in the company on many creative levels, from collections, to advertising and business strategy.”
The partnership comes after two years of collaboration between the Dutch retailer and Pharrell‘s company Bionic Yarn on RAW for the Oceans, transforming recycled ocean plastic into denim. “With established compatibilities in design ethos and creativity, Pharrell‘s involvement with G-Star emerged to be natural fit, both being recognised for a shared pursuit of innovation,” said the fashion chain in a statement.
“G-Star is an independently minded and forward thinking company,” said Pharrell. “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.”
“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,” added G-Star RAW CMO Thecla Schaeffer. “We‘re genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together.”