Pharrell Williams New Co-Owner of G-Star Raw

Image: G-Star RAW.

At a time when leaderships for many fashion brands are rattling, G-Star RAW solidifies its relationship with longtime collaborator Pharrell Williams, naming the musician and entertainment personality co-owner of the denim brand. The announcement follows two years of partnership between Williams’ eco safe textile company Bionic Yarn and the jean-maker in which the two transformed recycled ocean plastics into urban-ready denim, as well as the former’s own experience in fashion, having helmed the streetwear-facing Billionaire Boys Club and Ice Cream with BAPE founder Nigo since 2005. “G-Star is an independently minded and forward thinking company,” said Williams in a statement. “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 RAW’s future.” Williams is set to give the company a creative injection on all levels, from collections, to advertising, and even business strategy.