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Pharrell Williams now co-owner of G-Star Raw
February 18, 2016
Though only a few weeks in, 2016 is shaping up to be the ‘Year of Celebrity’ in the fashion industry. Just last week, Rihanna and Kanye West showed their Puma and Adidas collections respectively at New York Fashion Week. Following suit, G-Star Raw has named music’s most stylish and fashion-forward super-producer, Pharrell Williams, as co-owner of the luxe denim label.
G-Star and Williams have connected over a shared “aesthetic that is raw, pure, innovative, and identified by the continuous search for the unexpected,” the jeans-brand said in a statement released last week.
Hardly out of the blue, the announcement follows two years of eco-friendly collaboration, “RAW for the Oceans”, between G-Star and Williams’ company, Bionic Yarn, as they transformed recycled ocean plastic into denim-wear for the brand.
Though the co-ownership may come as a surprise to some, it’s hardly Williams’ first time at the rodeo. Aside from his immense work with G-Star, Williams has worked with Adidas, Uniqlo and Comme Des Garçon, as well as founding his own luxe brands, Billionaire Boys Club and Ice Cream.
Now working with more than the three R’s in mind (reduce, reuse and recycle, of course), Williams is eager to “co-create G-Star’s future” as he believes “they will become the definitive jeans brand of the 21st century.”
We’re excited to see the upcoming changes and the future of the brand.
Words by Jennie Neufeld & Andre Bogues