Pharrell Williams is now G-Star co-owner

It’s not the first time big professional announcements are made through social media. This time it was Pharrell Williams’ turn, who announced his latest project in collaboration with G-Star on Instagram.

The eclectic American rapper is now co-owner of the popular denim brand, for which he’ll be responsible of new ideas for the development of innovative products, with a focus on sustainability: “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” Williams declared.

The artist is not new to this kind of collaboration. Remember the lucky collection Superstar Supercolor x adidas Originals?