On the project Raw the Ocean, Pharell Williams’s society Bionic Warm collaborated for two years to recycle ocean plastic into denim. Both known for their desire to innovate, the artist’s involvement with G-Star appears to be natural as they share the same philosophy.
G-Star is at the forefront of designer and avant-garde concepts like the 3D denim and the idea of craftsmanship applied to high street retail. Working with Pharell Williams, the brand wishes to continue to push boundaries.
In the New Year, the brand and the artist launched the collection G-Star ElwoodX25; a collection of 25 creative items to give the consumer the choice of being who they want to be.