G-Star’s Head of Imagination, Pharrell Williams announced and unveiled the Elwood X25 collection – a fresh interpretation of the 3D G-Star icon that celebrates its 20th anniversary this year. This marks the release of the first project co-created by Pharrell since his appointment as Head of Imagination of the denim brand.
The collection was introduced as a life-sized installation at ComplexCon, a convention and festival that took place in California last weekend, showing the iconic jeans in 25 colorful prints in an all-natural Alpine-like background.
With check, camouflages and traditional patterns from all over the world, these 25 prints – carefully selected by Pharrell himself – symbolize G-Star’s ever-present commitment to innovation and self-expression. The artist reflects: “What we are trying to do is make a space for creativity and experimentation. We’re not trying to tell people what to do and what to think, but just help them to express themselves openly. To choose what to wear and how to wear it. This collection is about freedom of choice- it’s about adding democracy to your wardrobe.”
The G-Star RAW Elwood X25 collection will be available in selected stores and online as of February 2017.