G-Star RAW’s New 5th Ave. Store Grand Opening Featuring Pharrell Williams

Yesterday Wednesday (June 1), G-Star RAW opened it’s new Fifth Avenue flagship at 475 Fifth Avenue.

The brand’s new co-owner, Pharrell Williams hosted a cocktail party in celebration of the store opening.

Williams rode to the event on a bike with professional BMX riders including Nigel Sylvester, Austin Horse, and Anthony DeRosa from Williamsburg, visiting various G-Star stores along the way.

Each store joined the celebration by hosting different DJs, like Joey Bada$$ and Kirk Knight, who played in Soho, and Clark Kent at Williamsburg.

The newly Fifth Ave store was wall-to-wall packed for their grand opening, displaying their lastest denim and new collection. At this location, you’re also able to design your own denim on site. You could pick your jeans and use the iron to put the patches on.

“We were looking for the most enjoyable and eco-friendly way for Pharrell to visit our stores in New York City,” said Thecla Schaeffer, CMO at G-Star RAW. “We realized that a bike tour would allow us to not only travel from store to store efficiently, but also have fun while doing so. ”

“We are now more message-driven,” Williams told The Daily Front Row. “It’s a place where people can come and express themselves. If anything, that’s individuality. That’s what we push here. But these aren’t clothes—for us, these are mediums or platforms to express yourself. It’s not done until you take it home and draw or write on it or embroider on it—something to express yourself. That’s what this is—a store full of canvases. Our message is ‘do you.’”