Pharrell Williams new co-owner of G-Star Raw
G Star Raw and Pharrell Williams on Tuesday formally announced a partnership that makes the Grammy Award-winning producer and style icon co-owner of the company. Pharrell will be fully immersed in the company from collections to advertising and business strategy.
The partnership comes two years after G Star and Pharrell’s Bionic Yarn company collaborated on Raw for the Oceans, which transformed recycled ocean plastic into denim.
"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," explains Thecla Schaeffer, CMO of G-Star. "We are genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together."
The relationship is a natural fit for both since they share a raw, innovative aesthetic and passion for innovation. G Star Raw was founded in 1989 driven by the philosophy “Just the Product”. In 1996, the company invented the ‘3D Denim’ approach to jeans construction and shook up the industry with progressive endeavors including a collaboration with industrial designer Marc Newson, furniture line Prouvé Raw Office, and partnership with world chess champion Magnus Carlsen.
With Pharrell as co-owner, the company’s sustainability initiatives will remain a core focus to innovate the future of jeans.
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