Pharrell Williams Is The New Co-owner Of G-Star Raw!
by Adriano Batista

G-Star RAW and Pharrell Williams have announced a strategic partnership in which Pharrell Williams will be co-owner of the jeans brand and is set to be immersed in the company on many creative levels, from collections, to advertising and business strategy.
This partnership comes after two years of collaboration between G-Star and Pharrell Williams’ company Bionic Yarn on RAW for the Oceans, transforming recycled ocean plastic into denim. With established compatibilities in design ethos and creativity, Pharrell’s involvement with G-Star emerged to be natural fit, both being recognized for a shared pursuit of innovation.
G-Star and Pharrell Williams share an aesthetic that is raw, pure, innovative and identified by the continuous search for the unexpected.
“G-Star is an independently minded and forward thinking company. 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.” – said Pharrell Williams
Being the originator of forward thinking design concepts such as 3D denim, mass market craftsmanship and shaking up the industry with progressive endeavors such as their collaboration with acclaimed industrial designer Marc Newson, furniture line Prouvé RAW Office, and partnership with world chess champion Magnus Carlsen; G-Star foresees that the partnership with Pharrell will stretch expectations with something unexpected and suitably raw.
“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. We’re genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together.” – said Thecla Schaeffer, CMO G-Star RAW
G-Star will expand and continue 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.
South African Menswear Week Backstage!
LOEWE Spring/Summer 2016
Diesel x Eastpak is a fusion of experience, made to be a reliable partner for any journey.
Some logos are a shared memory. The specific grey of a first console, the four familiar symbols, the typeface of a loading screen.
We talked to Dutch DJ Mau P before he started his DJ set for the Baddest Behaviour party at Pacha Ibiza.
The rhythm of Notting Hill Carnival is built on more than music. It is built on community, pride, and a shared heritage. This year, that rhythm had a new, powerful heartbeat: the partnership of PUMA and the… »
It’s a series dedicated to London, celebrating its iconic landscape and the energy of the people who live there.
For its Fall/Winter 2025 campaign, Casablanca turns its gaze to the rhythms of everyday life in Japan.
Shot by Dutch photographer Paul Kooiker, the campaign shows Carlsen in pieces from the new line.
This is a collaboration built on a shared belief. Both Kobe and Barça are known for one non-negotiable thing: the relentless push to be better.
Bershka’s new collaboration with Von Dutch is a direct line to the era’s most iconic streetwear, a time defined by logo mania and a specific kind of celebrity swagger.
Julian Zigerli unveiled the video for his collaboration with Tom of Finland, “TOM ALL OVER MY BODY,” directed by Steve Marais.
Levi’s® has a new global campaign called “Icons,” and it stars two genuine originals: musician Shaboozey and chef Matty Matheson.
“Free Your Feet” is presented as an invitation. It is an invitation to feel the ground again, to reconnect with our bodies, and to make choices that consider our own health and the health of the planet.
Designed to provide stability, traction, and comfort even on challenging terrain, the shoe aims to give runners confidence with every step.
Tomas Pyzynski photographed by Lucas Lei and styled by Sergio Jiménez, in exclusive for Fucking Young! Online.
Designed by Eli Russell Linnetz in Venice Beach, California, the shoe arrives as part of the brand’s fifth anniversary Fall/Winter 2025 collection.
CDLP introduces its Fall 2025 Essentials Collection, a range of elevated wardrobe basics made from innovative materials.
On the eve of the US Open, the brand is paying tribute to iNovak Djokovic by turning its famous crocodile into a goat.
Loewe unveiled its Fall/Winter 2025 campaign photographed by Arnaud Lajeunie.
GRAMMY Award-winning artist Doja Cat has returned with a new single, “Jealous Type,” alongside its music video.
Salomon and Bodega have joined forces to redefine the XT-4 OG.
For LIVE FROM EARTH and Nike, the first official collaboration is a reason to throw a party
For those seeking to build an autumn wardrobe with pieces that last, this first look provides a strong and wearable starting point.
The British newcomer makes his breakout in The Institute, the gripping adaptation of Stephen King’s thriller, where he plays Luke Ellis.
Gentle Monster takes a fearless step with its 2025 BOLD Collection. The new designs feature an iconic bridge detail, creating a distinctive look that offers unique ways to style eyewear.
Patta’s new Fall/Winter collection draws its colors from the city.
In fashion, a good collaboration is more than just a product drop. It’s a conversation. The new capsule from Zadig & Voltaire and EGONLAB is exactly that.
Offset is stepping into a new chapter, and this time, he’s doing it under his real name.
Calvin Klein has launched its Fall 2025 denim campaign, and it stars SEVENTEEN’s Mingyu.
This August Bank Holiday weekend, something important is happening in Newcastle. Side Gallery is holding a print sale called 50×50.