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G-Star RAW announces Pharrell Williams as co-owner
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. G-Star will 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.
