Pharrell Williams extends his partnership with G-Star RAW by becoming co-owner of the famous jeans brand.
After Raw for the Ocean , the rapper, producer and true “Gate-Keeper” of trends adds another arrow to his bow. From now on, Pharrell Williams will be able to play an even more active role in the development of projects, giving his opinion on the direction of commitments, as well as putting his stamp on the aesthetics of the garments. Already present with the brand for two years, G-Star and Williams now have a long-term commitment to the future.
Pharrell: “G-Star is an independent, forward-looking company. I believe it will be the benchmark denim brand of the 21st century. I can’t wait to be part of the adventure and co-create the future of G-Star.
This isn’t the first time that the world of music and the world of fashion have joined forces. It even seems to be something of a tradition in urban music, between Rap, R’n’b and Hip-Hop. The sense of style is an important part of the identity construction of these musical categories. It serves as an element of distinction, of assertion… Displaying one’s aesthetic is an issue. Many artists in this milieu launch ready-to-wear collections or get involved. From Russell Simons to Kayne West, there’s no shortage of examples.
So what sets this collaboration apart?
First and foremost, a shared environmental conviction. Over and above aesthetic issues, a commitment has been made to the brand’s fans. A commitment that goes beyond music, a commitment that goes beyond fashion, a commitment with a universal aim. We are all affected – in one way or another – by ocean pollution and so many other ecological disasters. Proof of his commitment: 20% of the clothes G-Star makes now contain sustainable materials, which represents a fifth of his collection.
https://www.youtube.com/watch?v=ZRC9C-zD0Fk&feature=youtu.be
The RAW for the oceans spring-summer 2016 collection has just been unveiled, and promises to be a real commitment for future wearers. T-shirts for everyone, armed with the slogans and logos that now form the basis of the RAW for the Oceans identity. When wearing clothes becomes an act of revolt…
Writings like propaganda with a pop allure. The collection is fully in line with summer 2016 trends, notably with kimono jackets. https://www.g-star.com/fr_fr/product/hommes/raw-for-the-oceans/21.161.D01494.7945.001
So hurry up and demonstrate in style.
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