To celebrate his recent announcement as the co-owner and “Head of Imagination” of Dutch denim brand G-Star, Pharrell Williams invited some of his closest friends as well as a handful of media from across the globe to tour the label’s headquarters. Filling the role of Head of Imagination, some of Pharrell’s many responsibilities for G-Star involve bringing his creativity to a variety of facets, such as the product itself, advertising, and retail and global business strategy.
Designed by renowned Dutch architect Rem Koolhaas, Skateboard P, A$AP Rocky and Miguel led a small group of insiders through The RAW Factory, which houses everything from an archive and research lab to a hangar-like showroom and event space. Visitors were treated to presentations by some of the brand’s most knowledgable staff across a wide array of topics, including Pharrell’s “RAW For the Oceans” project, which uses denim made from recycled ocean plastic.
Instead of focusing on G-Star’s heritage, attendees got to learn about the label’s progress straight from the mouth of Creative Consultant Aitor Throup, whose latest project for the brand is sure to shake up the denim world when it’s revealed in the coming weeks.
Perhaps the most impressive part of the tour, however, was the archive which counts upwards of 30,000 unique pieces in its vaults. Everything from sportswear to workwear is represented, all of which acts as source material when creating new products and collections.
Flip through the extensive headquarters above and peep the recap video below. Afterwards, shop the latest products straight from G-Star’s online store.