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. With established compatibilities in design ethos and creativity, Williams’ involvement with G-Star emerged to be a natural fit, both being recognised for a shared pursuit of innovation.
G-Star and Williams share an aesthetic that is raw, pure, innovative and identified by the continuous search for the unexpected.
Williams said: “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.”
Thecla Schaeffer, CMO G-Star RAW says: “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 will continue to expand its partnership with Bionic Yarn. With Williams as new co-owner, G-Star's sustainability initiatives will remain a core focus to innovate the future of jeans.
It could be recalled that last year, Williams won the CFDA’s Fashion Icon award, which honors an individual whose fashion sense has impacted pop culture.