Superproducer Pharrell Williams has become a co-owner of popular denim brand G-Star Raw.
The Blurred Lines star previously teamed up with G-Star Raw designers for his Raw for the Oceans project in 2014, when they turned recycled plastic bottles collected from the ocean into denim wares for Pharrell's clothing label, Bionic Yarn.
Now the musician and fashion entrepreneur has stepped up his role with G-Star Raw.
"G-Star is an independently minded and forward-thinking company," he says in a statement. "I believe they will be the definitive jeans brand of the 21st century. I am looking forward to be part of that mission and to co-create G-Star's future."
Pharrell will help with everything from designing to advertising and business strategy, and the brand's chief marketing officer, Thecla Shaeffer, insists he is a great addition to the company.
"In working with Pharrell Williams we wish to continue to innovate by allowing him 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," she adds. "We're genuinely excited to welcome Pharrell into the G-Star mission in order to reimagine the future of denim together."
Pharrell also shared the news with his followers on Instagram on Tuesday morning (09Feb16).
"On top of my business," he captioned a photo of himself standing atop a pile of denim. "As of today, proud to be a co-owner of @GSTARRAW".
The 42-year-old plans to use his new position to expand his work with Bionic Yarn.
He is also the co-founder of streetwear brands Billionaire Boys Club and Ice Cream, while he has previously designed items for luxury label Louis Vuitton and clothing retailer Uniqlo, too.