G-Star Raw: Pharrell Williams does owner's tour

By

Olivier Guyot

Published
Apr 4, 2016

Pharrell Williams is a master in the art of communication, and the US star is clearly intending to let G-Star benefit from this asset, having become co-owner of the brand a few months ago.

The artist is G-Star's Head of Imagination, and spent some time in Amsterdam at the end of March, doing a media-oriented tour of the Dutch brand's headquarters. Together with some well-known friends, Pharrell Williams visited the offices, the Raw workshop, the denim lab and also G-Star's archives, before emphasizing his ambitions for the brand: "I have now been working with G-Star for several years. Thanks to our 'Raw for the Oceans' project with Bionic Yarn, I was able to appreciate their engagement in the creation of an eco-denim fabric having a highly positive impact on our planet, said Pharrell Williams. Our shared thinking is that there is still so much to do with this material. Its potential is still under-exploited, and for this reason we are moving on to the next stage, since I dearly wish to be part of this adventure. I believe in G-Star's future."

The company, which was founded in 1989, and its shareholder, have not, however, indicated how G-Star Raw's current share capital is divided.