PHARRELL WILLIAMS BECOMES CO-OWNER OF G-STAR RAW

By Crash redaction

PHARRELL WILLIAMS AND G-STAR RAW INITIATE STRATEGIC PARTNERSHIP

Pharrell Williams has some breaking news for us. The international music icon and design mogul just announced today becoming the new co-owner of G-Star RAW. This announcement comes with a new strategic partnership between Williams and the denim behemoth. Pharrell Williams will from now on take on new responsibilities in the company: from designing the collections to participating in the making of advertising campaigns to global strategy, Williams will have a major impact. Pharrell Williams – under his company Bionic Yarn – has been collaborating with G-Star for quite a while now, notably with the launch of the RAW for the Oceans line, and he and G-Star share the same thirst for innovation and creative vision. « With our collaboration with Pharrell Williams, we aim to continue innovating by allowing him to push the limits of our activities even further: designing new product concepts and new ways to sustainable development, as well as finding new brand experiences, » stated Thecla Schaeffer, International Marketing Director for G-Star RAW, continuing: « We are thrilled to welcome Pharrell within the G-Star adventure in order to rethink the future of denim together. » As expected, G-Star is planning on renewing its partnership with Bionic Yarn and intensify projects around sustainable development. On his social media, Pharrell Williams commented being « proud to be a co-owner of G-Star. » We’re excited to discover the fruits of this partnership.

www.g-star.com