Pharrell Williams and G-Star launched their Fall / Winter 2016 denim line this month. According to Williams, “The real definition of RAW is what’s under it.” It was announced in February that Williams would be joining G-Star as the co-owner after his company Bionic Yarn formed a partnership in RAW For The Oceans, where they collaborated on a sustainability endeavor aimed at transforming recycled ocean plastic into denim. With a goal of pushing boundaries for denim innovation even further, Williams will also serve as the company’s Head of Imagination.
“G-Star is an independently minded and forward thinking company. I believe they will be the definitive jeans brand of the 21st century." Williams said, "I am looking forward to be part of that mission and to co-create G-Star’s future.”
When looking at the new line, it is evident that innovation was at the forefront during the creative process, with patchwork and detailing adding to the handmade feel, and retaining G-Star's unique aesthetic, yet with edgier cuts that point towards a subtle new direction for the brand.