Singer and producer Pharrell Williams has bought a stake in fashion label G-Star Raw, following a previous collaboration between the brand and Pharrell Williams’ company, Bionic Yarn. Williams will now be involved in G-Star’s management.
“Keep innovating”
G-Star and Bionic Yarn have collaborated for two years on “RAW for the Oceans”, which turns recycled plastic from the oceans into jeans fabric. That collaboration has now evolved into Williams’ stake in the company.
“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“, Pharrell Williams said. The singer of Happy will be involved in G-Star Raw’s creactive process, but will also have his say in the denim brand’s company strategy.
“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’re genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together”, G-Star Chief Marketing Officer Thecla Schaeffer said.
