Williams role will include overseeing the label’s collections, advertising and business strategy.
The move was announced after two years of collaboration between the two partners, which included the “Raw for the Oceans” project, a clothing collection crafted from recycled ocean plastic.
“On top of my business,” Williams tweeted on February 9. “As of today, proud to be a co-owner of @GStarRAW.”
Williams said on the company’s official statement “G-Star is an independently minded and forward thinking company” and he believes the label will be “the definitive brand of the 21st century.”
“I am looking forward to being part of that mission and to co-create G-Star’s future,” he said.
Recently, Willliams had bought back his controlling stake in Billionaire Boys Club and IceCream, two labels which he co-founded with Nigo in 2005.
Want more Inside Retail? Subscribe to Inside Retail Weekly now and get our premium print publication delivered to your door every week.