Pharrell goes on a BMX ride to open G-Star RAW NYC flagship store

Pharrell Williams biking through the city for the G-star Raw Store opening

On Wednesday June 1st, Pharrell Williams, Head of Imagination of G-Star RAW, celebrated the opening of the brand’s new flagship store on Fifth Avenue in New York City.

To kick off the proceedings, Williams went on a bike ride – together with professional BMX riders like Nigel Sylvester, Austin Horse and Anthony Derosa – from Williamsburg to Fifth Avenue, visiting different G-Star stores along the route.

Brooklyn Machine Works, a Brooklyn based bike company also co-owned by Pharrell, provided the bikes for the ride. Better yet, for fans who missed it, the entire event was caught on video camera.

The raw gritty style of the film reminisces early N.E.R.D. music videos, think Provider, and clearly demonstrates Williams’ creative influence and vision on the re-positioning of the brand.


Pharrell Gstar Raw- new NYC flagship store

The new flagship marks Williams’ first opening since he became co-owner of the denim brand back in February. The space is located on the corner of E 41st Street and 5th Avenue in Manhattan and stretches across 250 square meters and its design remains true to the military, industrial vibes of the brand’s collections.

A lumpy concrete ceiling leaves all pipelines and conducts visible, but the eye-catcher is a suspended dark green mezzanine with piles of denim.


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