In less than 24 hours the Instagram post has already clocked over 108,000 likes, with comments ranging from “Congrats… Love the blonde” to emojis about the ‘WTF ARE YOU DOING TO MY OCEAN’ sign, a nod to the pair’s hopes of cleaning up the industry.
“G-Star is an independently minded and forward thinking company,” the rapper further noted on the accompanying press notes. “I believe they will be the definitive jeans brand of the 21st century. I am looking forward to be a part of that mission and co-create G-Star’s future.”
The announcement follows a two year collaborative relationship between the brand and Williams’ Bionic Yarn company (the collection was aptly awarded the RAW for the Oceans moniker), which transformed recycled ocean plastic into denim.
“In working with Pharrell Williams we wish to continue to innovate by allowing Pharrell to push the boundaries even further across all aspects of our business from creating new product ideas and new visions on sustainability to creating new brand experiences.”