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<h2><a href="http://daman.co.id/?s=Pharrell%20Williams" target="_blank" rel="noopener">Pharrell Williams</a> has a lot of ideas for G-Star RAW. Maybe that&#8217;s why his hat is so big</h2>
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<a href="https://backend.daman.co.id/wp-content/uploads/2016/08/G-Star-RAW-What-is-RAW-fall-2016-campaign-pharrell-williams.jpg"><img decoding="async" class="aligncenter size-full wp-image-40700" src="https://backend.daman.co.id/wp-content/uploads/2016/08/G-Star-RAW-What-is-RAW-fall-2016-campaign-pharrell-williams.jpg" alt="G-Star RAW What is RAW fall 2016 campaign pharrell williams" width="600" srcset="https://backend.daman.co.id/wp-content/uploads/2016/08/G-Star-RAW-What-is-RAW-fall-2016-campaign-pharrell-williams.jpg 800w, https://backend.daman.co.id/wp-content/uploads/2016/08/G-Star-RAW-What-is-RAW-fall-2016-campaign-pharrell-williams-300x180.jpg 300w, https://backend.daman.co.id/wp-content/uploads/2016/08/G-Star-RAW-What-is-RAW-fall-2016-campaign-pharrell-williams-768x462.jpg 768w, https://backend.daman.co.id/wp-content/uploads/2016/08/G-Star-RAW-What-is-RAW-fall-2016-campaign-pharrell-williams-315x189.jpg 315w" sizes="(max-width: 800px) 100vw, 800px" /></a>
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Not only a co-owner, Williams has also assumed the role as the &#8220;Head of Imagination&#8221; at <a href="http://daman.co.id/?s=G-Star%20RAW" target="_blank" rel="noopener">G-Star RAW</a>. If you&#8217;re still not entirely sure what a Head of Imagination is, maybe the brand&#8217;s newly launched campaign can give you a slight idea of the job title and what it entitles.
&#8220;What is &#8216;raw&#8217;?&#8221; asks Williams in the campaign video. &#8220;&#8216;Raw&#8217; is not a noun, &#8216;raw&#8217; is a verb.&#8221;
Now, before you Grammar Nazis think of correcting Williams, get to know this first.
For Williams, the term &#8220;raw&#8221; stands for what exists underneath the surface. That includes the designers, their craft, the spaces they use, the engineers and other elements that make a piece of clothing possible. To highlight their importance, Williams taps them to star in G-Star RAW&#8217;s fall 2016 ad campaign, like a good boss that he is.
Besides the print ad, a series of short films (over 10 in total) will also be released to further introduce these &#8216;raw&#8217; components and the brand&#8217;s itself. Viewers will get to learn more about the construction of G-Star RAW&#8217;s 3D denim and commitment to sustainability among many others.
Watch the first video of the series below.
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Pharrell Redefines “Raw” in G-Star RAW’s New Campaign