Pharrell Williams has always been a fashion icon, among his many other talents. He recently bought back full control of Billionaire Boys Club and Ice Cream, clothing and fashion labels he popularized in the mid 2000’s. His next move is a much bigger one, as Pharrell has been named co-owner of the Dutch denim brand G-Star RAW.

Labeled a “strategic partnership,” Pharrell will “be immersed in the company on many creative levels, from collections, to advertising and business strategy.” So rather than Pharrell purchasing a stake in the company, it appears this partnership is more in line with a highly visible brand partnership than a back-room business deal.

Only positive words flowed between the two parties. “G-Star is an independently minded and forward thinking company," states Pharrell Williams. "I believe they will be the definitive jeans brand of the 21st century. I am looking forward to being part of that mission and to co-create G-Star's future..."

Pharrell’s company Bionic Yarn previously partnered with G-Star to create RAW for the Oceans, a line of denim products created using recycled ocean plastic. It was during that partnership that the musician and denim brand realized they had great synergy, and decided to continue working together at a higher level. Both parties made the announcement via Twitter and a press release.