Pharrell Williams is no stranger to innovative, creative ideas. His music is one thing, but his ability to create, other than through upbeat, catchy tunes, is another.

After founding his own company, Bionic Yarn, which transforms recycled ocean plastic into denim—Williams has not only joined the team at G-Star, but is now the co-owner of the Dutch denim brand. In a statement, Pharrell comments “G-Star is an independently minded and forward thinking company” and he is “looking forward to be part of [their] mission”. Even calling the shots and predicting they will be the “definitive jeans brand of the 21st century”.

Thecla Schaeffer, CMO of G-Star RAW said “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”. So far, he’s proved he can do nothing less.

He will be involved on many creative levels with the company, from collections to advertising, and even business plans in their pursuit for innovation and the unexpected.

• Words: Mikaela Ortolan