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Pharrell Williams celebrates G-Star opening with New York bike tour

Published 03/06/2016

Pharrell Williams
Pharrell Williams

Pharrell Williams does not take his fashion duties lightly.

Singer Pharrell Williams rolled up to the grand opening of his G-Star brand's new storefront on a bicycle.

The Grammy winner passed on a ride in a luxury limousine and chose to tour around New York City on two wheels instead, pedalling up to the launch of his fashion house's new Fifth Avenue location in Manhattan, on Wednesday (01Jun16).

Pharrell, who showed up to the shop out of breath from his citywide bike ride, tells Women's Wear Daily cruising around the Big Apple on his two-wheeler was an amazing way to get in a good workout.

“Broke a bit of a sweat but it was fun,” he smiled. “This is the first time in a long time (that I’ve biked).”

Pharrell's cycling trek took him around several neighbourhoods in the city, as the avid skateboarder also stopped by other G-Star branches in Williamsburg and SoHo.

Pharrell became a co-owner of the Dutch G-Star denim brand earlier this year (16), but his interest in the company began in 2014, when he collaborated with designers at the label on a capsule collection, called Raw for the Oceans, which replaced the polyester threads in denim with recycled plastic found bobbing in the sea.

The musician has worked with several other fashion houses in the past, including Moynat, Moncler and Adidas Originals, but being dubbed the "Head of Imagination" at G-Star is a particularly special pursuit for him.

“I felt that there was room to have a much broader message, or individuality,” he said of his involvement with the brand. “That was my own personal opinion. I wanted to go even deeper into being a brand for the people, and have the people feel empowered. And have these things be a bunch of canvases for DIYs... I want to turn that message of possibility up in here.”

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