Musician Pharrell Williams is now a co-owner of Dutch jeans brand G-Star Raw, the brand has announced.
The brand has entered into what it calls a “strategic partnership” with the Happy singer, who also owns streetwear brand Billionaire Boys Club and Ice Cream. It did not say what percentage of the business he has acquired.
Williams will be involved in the company “on many creative levels, from collections, to advertising and business strategy,” the brand said.
It follows two years of collaborations between G-Star and Williams’ startup business Bionic Yarn, which makes fabric from recycled ocean plastic.
Commenting on the partnership, G-Star chief marketing officer Thecla Schaeffer said: “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.”
Williams added: “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.”