G Star Raw, commonly known as G Star, was founded in 1989 by Jos van Tilburg in Amsterdam. The brand produces urban clothing, focusing on raw, untreated denim, influenced by the military style. G Star produces a whole range of clothing, including jeans, tops, coats, shoes and more, and has expanded worldwide, having stores in New York, Los Angeles, London, Melbourne, Paris and Amsterdam – to name a few.
In February 2016, the brand officially partnered with musician and record producer Pharrell Williams, making him co-owner of the denim label. The official partnership came after two years of collaboration between G Star Raw and Pharrell Williams’ company Bionic Yarn.
Pharrell Williams broke into the music scene in the early 2000s as a singer and rapper, and later branched out into the world of record production. Some of his most famous productions include Daft Punk’s ‘Get Lucky’ and Robin Thicke’s ‘Blurred Lines’ – written and produced by Williams.
Both G Star and Pharrell Williams share a raw and innovative view of fashion, and coming together they expect to continue to mould the denim market, creating new fashion in their unique vision. Williams’ has said he sees G Star as the “definitive jeans brand of the 21st century” and is very excited to produce unexpected and original fashion.
Projects that Pharrell Williams and G Star Raw have collaborated on in the past include ‘Raw for the Oceans’ – transforming recycled ocean plastic into denim; providing incredible fashion whilst doing their part to help clean up the oceans.
In the future, Williams hopes to continue to shape the world of denim, pushing the boundaries even further to produce eye-catching and unique products. Their sustainability ambitions include striving to find an eco-friendlier material to work with than cotton – so there’s really nothing they’re not willing to try.
Mainline Menswear stocks a huge selection of G Star Raw products, including jeans, t-shirts, jackets, shoes and much more. If you want to find a new look, based on the world famous Pharrell Williams, head over to our website to browse our collection.