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“On top of my business. Proud to be a co-owner of G-star RAW,” was how Pharrell Williams broke the news via his Instagram handle. At present, the musician and founder of streetwear brands, Billionaire Boys Club and Ice Cream, will oversee various creative activities – from design to ad campaigns – of the Dutch denim brand, in addition to taking part in outlining the company strategy.

Pharrell isn’t exactly new to the Dutch denim entity, considering his sustainable fabric company Bionic Yarn partnered with G-star in 2014, for a project which focused on sustainable fashion. Sustainability and innovation will be key objectives as part of Pharrell’s recent involvement with the denim company.

You can buy G-Star jeans for men here, and for women here.

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