Pharrell Williams’s love of fashion is well documented. From his epic collection of meme-worthy Vivienne Westwood ‘Mountain’ hats to his fondness for Chanel, he’s no stranger to a sartorial statement.
Indeed, he already has an impressive CV; he’s co-founded brands cult brands Billionaire Boys Club and Ice Cream, and collaborated with Adidas and Uniqlo on successful collections.
But now he’s taken his dedication one step further by becoming co-owner of denim label G-Star RAW.
It follows two years of collaboration between the Dutch denim brand and Williams’s Bionic Yarn company, which resulted in RAW for the Oceans, a collection of denim formed from recycled ocean bottles.
“G-Star is an independently minded and forward thinking company. I believe they will be the definitive jeans brand of the 21st century,” said Pharrell. “I am looking forward to be part of that mission and to co-create G-Star’s future.”
So are we, Pharrell.