Pharrell already has a history of collaborating with the dutch brand notably with the launch of the "Raw for the Oceans" capsule collection two years ago.
"Raw for the Oceans" combined the technological expertise of Pharrell's company Bionic Yarn with the creative resources of G-Star to make denim out of recycled plastic found in the oceans. It is one of the more streetstyle friendly efforts at sustainability by a retailer to date with it's cool kid styles.
According to WWD, his role will be greatly expanded beyond creative as he's expected to provide input on business strategy and advertising as well.
There are no specifics just yet on how much power Pharrell will yield as co-owner, but I'm super excited to see how the brand evolves with him at the helm.