In celebration of his recently announced co-ownership with denim brand G-Star RAW, ‘Head of Imagination’ Pharrell Williams (possibly the coolest job title right?! ) invited a select group of guests to visit the ‘RAW Factory’ at G-Star’s Amsterdam HQ, giving them an all access peek inside the brand at the forefront of the denim industry.

Williams opened the doors to his new denim home at G-Star HQ leading guests through a variety of spaces including the brand’s vast archive of vintage workwear and military garments, in-house atelier, and denim lab. Guests were fully immersed in G-Star’s progress – rather than heritage – driven world of denim, showing them creations from the fabric, as they have never seen before.

The event follows last month’s announcement of Pharrell becoming co-owner of G-Star, following two years of collaboration between G-Star and Pharrell William’s company Bionic Yarn on RAW for the Oceans, a collection made using the first denim from recycled ocean plastic.

Pharrell Williams: “I’ve been working with G-Star for several years now. Through our RAW for the Oceans project with Bionic Yarn, I saw their commitment to creating denim that has a positive impact on our planet. Together we experienced the feeling that there is so much yet to be done with that fabric. It is latent with potential, and that is why we took our relationship to the next level – I want to be a part of that journey. I believe in the future of G-Star.”