Pharrell Buys Into Fashion Label

Pharrell Williams has become co-owner of denim label G Star Raw, the brand announced today. The singer and style pin-up is "set to be immersed in the company on many creative levels, from collections, to advertising and business strategy", according to a statement.

"G-Star is an independently minded and forward-thinking company," said Williams. "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."

Williams is no stranger to collaborations. His brand, Bionic Yarn, previously collaborated with G Star in 2014 on Raw for the Oceans, transforming recycled ocean plastic into denim, while he has worked with Uniqlo and Comme Des Garcons on fashion and fragrance projects respectively.

"In working with Pharrell Williams we wish to continue to innovate by allowing him 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," said Thecla Schaeffer, CMO G-Star Raw. We're genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together."