Pharrell’s G-Star Release Their Fall Campaign – What Is RAW?

Laura Piety


Image: Pharrell Williams

In February 2016 Pharrell Williams became the co-owner of denim brand G-Star, taking the official title as Head of Imagination.

He had previously collaborated with them via Bionic Yarn – his high performance yarn company that has a focus on sustainability – on their RAW For The Oceans project, which included creating the first jeans to be made from recycled ocean plastic.

The new G-Star campaign examines the ‘story behind the story’ of the G-Star team: touring the headquarters in Amsterdam and introducing you to the people who are key to making it happen.