G-Star and Pharrell show their ‘Imagination’

November 10, 2016


Capetown, South Africa

Celebrating their 20th anniversary, G-Star RAW has collaborated with music and style icon Pharrell Williams, their new “imagination” director. The result is a fresh interpretation of the 3D G-Star icon  range. This marks the release of the first project co-created by Pharrell since his appointment as Head of Imagination of the denim brand.

The collection was introduced as a life-sized installation at ComplexCon, a convention and festival that took place in California last weekend, showing the iconic jeans in 25 colorful prints in an all-natural Alpine-like background.With check, camouflages and traditional patterns from all over the world, these 25 prints – carefully selected by Pharrell himself – symbolize G-Star’s ever-present commitment to innovation and self-expression.


Pharrell is well know for his creative and fresh approach to life in general.

“What we are trying to do is make a space for creativity and experimentation. We’re not trying to tell people what to do and what to think, but just help them to express themselves openly. To choose what to wear and how to wear it. This collection is about freedom of choice- it’s about adding democracy to your wardrobe.”

The G-Star RAW Elwood X25 collection will be available in selected stores and online as of February 2017.


G-Star has made this celebration of their 20th anniversary exceptionally special for the African market, with the re-opening of their V&A Waterfront store in Capetown, South Africa tonight. The special offers on this iconic brand are phenomenal and run well into this weekend.

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