Pharrell Williams is building his portfolio. The music mogul has become a co-owner of jeans brand G-Star RAW.
As part of the strategic partnership, The Neptunes producer will be involved in different facets of the company, from collections to advertising to business strategy.
“G-Star is an independently minded and forward thinking company,” the “Happy” hitmaker said in a statement. “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.”
This isn’t exactly a new partnership. In the last two years, Skateboard P’s Bionic Yarn teamed up with G-Star on RAW for the Oceans, an initiative to use recycled ocean plastic to make denim.
G-Star’s CMO Thecla Schaeffer is looking forward to even more innovation with the N.E.R.D. frontman. “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 Schaeffer. “We are genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together.”
Just last month, “The Voice” coach and host of OTHERtone reacquired Iconix Brand Group’s stake in his Billionaire Boys Club and Ice Cream brands.