Pharrell Williams and G-Star Raw announced that Williams will become co-owner of the denim brand, working in areas such as collections, advertising and business strategy.

The musician and producer has become well known for his work in fashion, founding brands Billionaire Boys Club and Ice Cream, and collaborating with companies like Adidas and Louis Vuitton.

Williams is also creative director of Bionic Yarn, a startup that makes fabric from recycled ocean plastic. This role led to Williams’ entry into the denim world with his two-year collaboration with G-Star Raw on Raw for the Oceans.

G-Star and Williams decided to partner in business after discovering established compatibility in design ethos and creativity. Williams’ new role at G-Star will lead to an expanded collaboration with Bionic Yarn and ensure a continued core focus on sustainability.

In addition to the brand’s work with Bionic Yarn, G-Star has explored other forward-thinking design concepts like 3-D denim and mass market craftsmanship.

Williams said, “G-Star is an independently minded and forward thinking company.” He continued, “I believe they will be the definitive jeans brand of the 21st century.”

Thecla Schaeffer, CMO of G-Star, said, “In working with Pharrell Williams we wish to continue to innovate by allowing Pharrell to push the boundaries even further across all aspects of our business, from creating new product ideas and new visions on sustainability, to creating new brand experiences.”