After much success from ‘RAW for the Oceans’ – a collection that transformed plastic ocean waste to denim – it has been announced that Pharrell Williams and G-Star will be collaborating on a more permanent basis. Breaking the news on Instagram, the singer says, “As of today, proud to be a co-owner of @GSTARRAW.” According to the brand, Williams will be responsible for creating “new product ideas”, “new visions on sustainability” and “new brand experiences.” 

“G-Star is an independently minded and forward thinking company,” he said, “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.”

With past projects including a collaboration with designer Marc Newson to develop furniture line Prouvé RAW Office, and teaming up with Magnus Carlsen, the world chess champion, G-Star RAW is a brand that’s attempting to lead the conversation on sustainability in the fashion industry.

The label sees its future endeavour with Williams and Bionic Yarn as one that will push boundaries of denim and improve the ethics around its production.