Pharrell Williams is tapping into the fashion industry harder than ever. Following the news of him resuming full control of his clothing brands Billionaire Boys Club and ICECREAM, the Virginia Beach native has announced he’s the new co-owner G-Star RAW.
This partnership comes after two years of collaboration between G-Star and Pharrell Williams’ company Bionic Yarn on RAW for the Oceans, transforming recycled ocean plastic into denim. As part of the partnership, Williams will be involved with the jeans brand on many levels, from collections, to advertising and business strategy.
“G-Star is an independently minded and forward thinking company,” says 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, adds “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.”
