Pharrell Williams and his brand, Bionic Yarn, previously collaborated with G-Star in 2014 on Raw for the Oceans, transforming recycled ocean plastic into denim.

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

The brand’s official press release states that Williams will co-own the brand, and his role will include overseeing the label’s collections, advertising and business strategy.

In working with Pharrell Williams we wish to continue to innovate by allowing him 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, CMO G-Star Raw. “We’re genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together.”

The move follows two years of collaborations between the two partners, which included the “RAW for the Oceans” project, a collection of clothing crafted from recycled ocean plastic.

G-Star and Pharrell Williams share an aesthetic that is raw, pure, innovative and identified by the continuous search for the unexpected. With Pharrell as new co-owner, G-Star’s sustainability initiatives will remain a core focus to innovate the future of jeans.