Pharell releases first collection as new head of G-Star Raw

By

Kate Dingwall

Published
Nov 8, 2016

Pharrell Williams has just unveiled his first collection for G-Star Raw since being appointed head of imagination and taking over the role of co-owner at G-Star Raw in February. The collection was unveiled during a presentation at Complex.com’s Complexcon event.

The collection, called “G-Star Elwood X25”, featured 25 different pairs of jeans in varying patterns and prints,  including checkered, camouflage, striped, and leopard print.

“We want people to express themselves openly,” Williams said about the collection. “To choose what to wear and how to wear it.”

Pharrell’s appointment at G-Star Raw came after two years of ongoing collaboration between Pharrell’s company Bionic Yarn and G-Star Raw. The singer-songwriter has also starred in some of the brand’s campaigns prior to his appointment.

The Grammy-award winning singer isn’t new to the clothing world – he founded his streetwear line Billionaire Boys Club with Nigo, co-founder of Bape, in 2005. Billionaire Boys Club has three bricks-and-mortar locations in New York, London, and Tokyo, and sold $30 million in volume in 2012. 

The collection will be available at select G-Star retailers and on G-Star’s online platform starting in early February of 2017.