Pharrell Williams has long been associated with Dutch clothing brand G-Star Raw. That association has now gone one step further, as the rapper and producer announced via Twitter that he has become the company’s co-owner.

‘I believe they will be the definitive jeans brand of the 21st century. I am looking forward to being part of that mission and to co-creating G-Star’s future,’ Williams said in a press release.

The acquisition is the latest in a list of recent purchases by Williams, who just a few weeks ago bought back controlling interests in Billionaire Boys Club and ICECREAM, record labels he co-founded in 2005.

Sustainable collaboration

Two years ago, Pharrell’s company, Bionic Yarn, partnered with G-Star to develop a new line of denim made from plastic recycled from the ocean.

The clothing line, titled RAW for the Oceans, was a success at New York Fashion Week, and carries the tagline: ‘Turning the tide on ocean plastic pollution’.

‘Through this collaboration with Pharrell we want continued innovation and Pharrell’s ability to push the boundaries even further in all aspects of our business,’ Thecla Schaeffer, CEO of G-Star told the Telegraaf.