In celebration of his recently announced co-ownership with denim brand G-Star RAW, ‘Head of Imagination’ Pharrell Williams invited a select group of guests to visit the ‘RAW Factory’ at G-Star’s Amsterdam HQ. The event saw guests receive a personal tour by Williams of the HQ, giving them an all-access peek inside the brand at the forefront of the denim industry.

Williams opened the doors to his new denim home at G-Star HQ leading guests through a variety of spaces including the brand’s vast archive of vintage workwear and military garments, in-house atelier, and denim lab. Guests were fully immersed in G-Star’s progress – rather than heritage – driven world of denim, showing them creations from the fabric, as they have never seen before.