Australia has G-Star's largest footprint in the world with 15 stores in the market alone.
Now, a new co-owner will reign over the global business.
G-Star RAW and singer Pharrell Williams have announced a strategic partnership.
Pharrell Williams is now co-owner of the jeans brand and will have input on collections, advertising and business strategy.
The partnership comes after two years of collaboration between G-Star and Pharrell Williams’ company Bionic Yarn.
The collaborated on RAW for the Oceans, transforming recycled ocean plastic into denim.
Williams said the pair are a natural fit.
"G-Star is an independently minded and forward thinking company.
"I believe they will be the definitive jeans brand of the 21st century.
"I am looking forward to be part of that mission and to co-create G-Star’s future."