Photo by Jaguar PS/Shutterstock

Pharrell Williams, “Happy” hitmaker, plastics recycler, and sustainability spokesperson, can now add another appellation to his resume: G-Star Raw co-owner. The new role comes two years after Williams’s eco-friendly fiber company, Bionic Yarn, teamed up with the Dutch fashion label on “Raw for the Oceans,” a line of denim clothing derived from reclaimed ocean plastic. Williams will immerse himself in G-Star Raw on “many creative levels,” according to a statement, “from collections, to advertising and business strategy.”

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

G-Star says it will continue not only to expand its partnership with Bionic Yarn but also to develop further sustainable means to innovate the future of jeans.

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“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,” said Thecla Schaeffer, chief marketing officer 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 Raw