|On Wednesday June 1st, Pharrell Williams, Head of Imagination at G-Star RAW, celebrated the opening of the brand’s new flagship store on Fifth Avenue in New York City. The store marks Williams’ first opening since he became co-owner of the denim brand back in February.|
|To celebrate the opening of the Fifth Avenue Store and the growing presence of G-Star in New York, Williams went on a bike ride – together with professional BMX riders like Nigel Sylvester, Austin Horse and Anthony DeRosa – from Williamsburg to Fifth Avenue, visiting different G-Star stores along the route. The celebration takes place two months after Pharrell showed international press and friends around his Raw Factory; the Amsterdam headquarters of the brand.|
Hip hop culture and brands merging has been evolving for over 20 years. Bobby Shmurda rapping about G-Star in his hot single “Hot N*gga and now Pharell becoming a co-owner and having a flagship on the fashion capital of the world famous Fifth Ave, we can see this label is on a soaring rise. Pharell’s influence of course brought out many to catch a glimpse of the mega star and the denim the brand has to offer this season. Take a look at his journey over the bridge.