On 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. The Fifth Avenue flagship store itself has a modern design aesthetic that fans of the unconventional denim brand have come to expect. It features an “open window” concept that is designed to hero the product instore, and ensure the interior is visible from outside. The mezzanine floor displays the denim stock, while the different jean fits are displayed on floating three-dimensional legs – another feature of which is intended to present denim in its purest, raw form. 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. As one of the largest stores in the US, the Fifth Avenue flagship store is the latest addition in line with G-Star’s continuous retail development.