Did Pharrell Williams just drop it like it’s hot, yet again? The announcement of his new strategic partnership with G-Star RAW, also now makes Pharrell the co-owner of the jeans brand.
The news comes hot off the heels of a two year collaboration between G-Star and Pharrell Williams’ company Bionic Yarn on RAW for the Oceans, where he’s taken sustainability to new levels by transforming recycled ocean plastic into denim. Pharrell’s involvement with G-Star has emerged to become a natural fit for the jeans company and his involvement will run across creative levels, from collections, to advertising and business strategy.
Getting the news out on Instagram, Pharrell also added “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..”
G-Star will continue and expand its partnership with Bionic Yarn, and with Pharrell as a new co-owner, G-Star’s sustainability initiatives will remain a core focus to innovate the future of jeans.