Pharrell Williams revealed his latest collab with G-Star RAW as its resident head of imagination: the Elwood X25 Collection. It’s a new take on the 3D G-Star icon, the denim staple that turns 20 this year, and marks the first collection he’s co-created with G-Star RAW as a staffer.
To kick things off, G-Star RAW and Pharrell debuted a life-sized installation at ComplexCon in California this weekend, showcasing the jeans in 25 colorful prints: checks, camo, and more.
“What we are trying to do is make a space for creativity and experimentation,” Pharrell said in a press statement. “We’re not trying to tell people what to do and what to think, but just help them to express themselves openly. To choose what to wear and how to wear it. This collection is about freedom of choice—it’s about adding democracy to your wardrobe.”
Back in February, Pharrell bought a serious stake in the denim brand, which came with the title head of imagination. It wasn’t his foray into fashion; he had already founded streetwear brands Billionaire Boys Club and Ice Cream. Another one of his companies, Bionic Yarn, partnered with G-Star RAW in 2014 for a sustainable fashion project. In the past, he’s teamed up with labels including Moncler, Louis Vuitton, and Moynat. The RAW Elwood X25 collection hits select stores and the web in February 2017.