Wherever he’s involved, a stir of excitement is guaranteed. Pharrell Williams, newly-appointed ‘head of imagination’ and co-owner at G-Star joined the denim brand to inaugurate a new outpost in New York City on Wednesday.

Pharrell Williams, G-Star co-owner and 'head of imagination'.
© G-Star Raw
Pharrell Williams, G-Star co-owner and 'head of imagination'.

The store stretches across 250 square meters and its design remains true to the military, industrial vibes of the brand’s collections. A lumpy concrete ceiling leaves all pipelines and conducts visible, but the eye-catcher is a suspended dark green mezzanine with piles of denim.

To celebrate the opening, Williams did a bike tour through all G-Star locations in town together with BMX riders Nigel Sylvester, Austin Horse and Anthony DeRosa. Later on, all stores held parties with guest DJs such as Joey Bada$$, Clark Kent and Eva Shaw.

Co-owner Pharrell Williams did a bike tour through the city with various BMX riders.
© G-Star Raw
Co-owner Pharrell Williams did a bike tour through the city with various BMX riders.

G-Star Raw store in Fifth Avenue
© G-Star Raw
G-Star Raw store in Fifth Avenue

G-Star runs four own retail stores in New York City and over twenty altogether in the US.