Pharrell Willams named new co-owner of G-Star Raw

London - Artist Pharrell Williams is certainly no stranger to the fashion scene and has recently one-upped his credentials by entering a strategic partnership with denim label G-Star Raw, a step which will see him become co-owner of the brand.

Pharrell Williams to focus sustainability as co-owner of G-Star Raw

In his new role as co-owner of the denim brand, Williams will oversee a number of creative aspects of the brand including collection design, campaigns as well as company strategy. The new partnership between the two is said to have stemmed from the ongoing collaboration between the artist’s company Bionic Yarn and the denim label, which first began two years ago. The collaboration, known as Raw for the Oceans, focuses on turning recycled plastic from the oceans into denim.

“G-Star is an independent company that looks and thinks ahead of things,” said Williams on the partnership in a statement. “I think that they will be the defining denim brand of the 21st century. I look forward to becoming a part of that mission and building the future of G-Star together.” The denim company foresees its new partnership with the artist to help them continue to innovate and expand its Raw line.

“Through this collaboration we want to continue to be innovate by giving Pharrell the opportunity to push through any boundaries within all aspects of our company and rise the bar even further,” said Thecla Schaeffer, CMO at G-Star Raw. “This includes the creation of new product idea and new visions on sustainability to the creation of new brand experiences. We are very pleased to welcome Pharrell to our G-Star mission to form a new future of denim together.”

In addition to welcoming Williams as a co-owner, G-Star will continue to focus on sustainability and looks to expand its product category in this vein as the denim company continues its collaboration with Bionic Yarn. Founded in 1989, in Amsterdam, the Netherland, G-Star Raw's brand philosophy was created around dedication for product quality and innovation. Since then the denim brand has gone on to become a global, lifestyle company with apparel, footwear, accessories and eyewear.