Look out 5th Avenue, there’s a new kid in town. G-Star RAW and its Head of Imagination, Grammy winner Pharrell Williams have launched their new Flagship Store in the heart of New York’s iconic 5th Avenue. This event marks the collaboration of Williams and G-Star RAW since the musician became co-owner of the denim brand last February.

If you happened to spot Pharrell Williams on a bike last Wednesday through the streets of New York, then you would have seen firsthand how the opening highlighted the brand’s urban style and originality. In the presence of pro-BMX riders Nigel Sylvester, Austin Horse and Anthony DeRosa, Pharrell Williams biked from Williamsburg to 5th Avenue stopping by all the G-Star boutiques along the way. The celebration then lasted through the evening in each boutique with DJs like Joey Bada$$ and Kirk Knight in SoHo, Clark Kent in Williamsburg and Eva Shaw in 5th Avenue partying it up for attendees.

Shoppers and fans of both Williams and G-Star RAW can expect a modern and energetic aesthetic which heightens window shopping to an art-form – passersby can see everything the boutique offers from the outside or the inside through their « open window » concept. This 250m2, industrially-designed boutique will carry a large selection of high quality denims for men and women to suit all needs, and is one of the largest G-Star stores in the US to date. Don’t forget to add the store to your list for your next trip to New York.

Address: 475 5th Ave, New York, NY 10017, USA

By Charin Chong