Pharell Williams and G-Star Raw , it's a story that's been rolling for two years now. The brand's shareholder since 2016, the singer inaugurated on Wednesday, June 1, 2016, a new G-Star Raw store on 5th Avenue in New York. On the program of this shop (one of the largest of the brand in the United States): 250 m ² of fashion in a design and modern space.

To mark the blow, the singer in the hat decided to cycle through the city through all the G-Star shops on his way, his way to make a small wink to the brand whose head office resides in Amsterdam (the city where the bike is king!). Pharell also visited all his friends: DJ Joey Bada, Kirk Knight, Clark Kent and Eva Shaw, who were also investing in the G-Star stores in New York. A happy inauguration!

On this grand opening day, Pharell Williams has won 10 kimonos in the Bionic Yarn (plastic fiber), a piece he has imagined. And icing on the cake, consumers could customize buttons and badges every jeans purchased on the spot.