G-Star RAW and award-winning musician and producer Pharrell Williams have entered into a strategic partnership in which Williams will become co-owner of the jeans brand and is set to be immersed in the company on many creative levels, from collections, to advertising and business strategy.
This partnership comes after two years of collaboration between G-Star and Williams’ company Bionic Yarn on RAW for the Oceans, transforming recycled ocean plastic into denim. With established compatibilities in design ethos and creativity, Williams’ involvement with G-Star emerged to be a natural fit, both being recognized for a shared pursuit of innovation.
“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.”
Thecla Schaeffer, CMO of G-Star added: “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 are genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together.”
Williams is nominated for four Grammy Awards this year; the ceremony will be held on February 15 in Los Angeles. He has previously won 10 Grammys, was nominated for the Academy Award for the song “Happy,” and is well-known for his work on NBC’s hit series The Voice.