News 9 February 2016
Author: Bernie Mac

Pharrell announces he is the new co-owner of G-Star RAW

9 February 2016

Remember G-Star RAW? That lovely Dutch brand EVERY road man used to wear?

It’s popularity ultimately became its own demise and, let’s face it, wearing it now would make you kinda sus on road. Unless you’re Bobby Shmurda or part of the Shmoney Gang (who, of course, aren’t even on road anymore. #3Bobby). Fast forward to 2016 and who, other than Pharrell Williams, could make it cool again…except for Pharrell Williams himself? And that’s exactly what’s happening. Yep, G-Star’s long time collaborator has now become the co-owner of the brand itself.

This is a strategic partnership in which Pharrell Williams will be co-owner of the jeans brand and is set to be immersed in the company on many creative levels, from collections, to advertising and business strategy.

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, Pharrell’s involvement with G-Star emerged to be a natural fit, both being recognized for a shared pursuit of innovation.

“G-Star is an independently minded and forward thinking company,” states Pharrell 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…”

G-Star added; “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.”

Well I guess it couldn’t be the worst move they’ve made in recent years and if you didn’t know who they were, I’ll leave these next few lines right here for you.

“Founded in 1989, G-Star RAW remains driven by a philosophy of “Just the Product”. With this dedication to quality and progress, the brand represents the forefront of the denim industry, producing pioneering products and rapidly growing into a global brand. Since inventing the ‘3D Denim’ approach to jeans construction in 1996, with the creation of the G-Star Elwood, G-Star now offers a wide range of apparel, accessories, footwear, and eyewear, alongside its jeans core.”

Another topic to watch this space on, but with what he did with his Adidas Originals collection, it’s safe to say that G-Star are gaining an extremely valuable asset.