Dutch based denim brand G-Star RAW and music artist and producer Pharrell Williams are taking their collaborative partnership to the next level as they announce Williams’ as co-owner of the brand. As part of the partnership Williams, will be immersed in the company on many creative levels, from collections to advertising and business strategy.

This partnership comes after a two-year collaboration between G-Star and Williams’ as the two have worked together on Bionic Yarn a concept which transforms recycled ocean plastic into denim.

“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…”

“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.”

G-Star will continue and expand its partnership with Bionic Yarn. With Pharrell as new co-owner, G-Star’s sustainability initiatives will remain a core focus to innovate the future of jeans. www.g-star.com