SMILE! PHARRELL AND G STAR TAKE A FAMILY PORTRAIT

Writer, singer, rapper, producer and all-round creative prodigy Pharrell Williams recently added another title to his lengthy list of professional accomplishments. The newly crowned ‘Head of Imagination’ for Dutch denim design doyens G Star RAW, a company which Skateboard P now co-owns, has launched his first campaign for the fall / winter collection and reminded us in a short space of time why we are so agreeable to his particular way of getting things done.

The G Star Family Portrait campaign focusses on the individuals behind the streetwear for which they are so famous and eschews the industry norm of putting models and celebrities in the spotlight, instead telling the story of how the unique 3-D constructed denim is brought to life.

For a company famously devoted to sustainable manufacturing practices (they have one program dedicated to turning plastic drinking bottles reclaimed from the ocean into yarn that is then spun into denim) it’s no surprise that they’d want to brag about their talented family just a little. The campaign also comprises a film and series of shorts directed by Sing J Lee, which focus on the brand’s engineering process and the voices of those who make it happen.