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G-star Raw & Pharrell Williams Open New Flagship Store On Fifth Avenue

By June 3, 2016Fashion News




G-star hits New York.

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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. The store marks Williams’ first opening since he became co-owner of the denim brand back in February.

To celebrate the opening of the Fifth Avenue Store and the growing presence of G-Star in New York, 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.

After the bike ride across town with Brooklyn Machine Works, Williams kicked off a VIP opening event at the Fifth Avenue flagship. Each store joined in the celebrations, with DJs Joey Bada$$ and Kirk Knight playing at SoHo, Clark Kent at Williamsburg, and Eva Shaw at Fifth Avenue. Celebrities and friends of the brand who attended the opening included: Joey Bada$$, Eric West and Lionbabe.

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, of the day’s tour. “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.

Located on the corner of East 41st Street and 475 Fifth Avenue, opposite from the New York Public Library, the new G-Star flagship is set over 250-square-meters and exhibits the brand’s expertise in denim through its wide range of styles, each one engineered for precision fitting.

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