For the 2016 fall/winter season, G-Star RAW and Pharrell Williams take denim fans on a visual tour of the brand’s factory. To explore the concept of “RAW” for the new campaign, the artist introduces the team responsible for crafting the jeans and unveils the story of the brand. This is G-Star RAW’s first campaign featuring the singer since he has been appointed as the brand’s Head of Imagination. You can browse the gallery above and the video below to check out the “What is Raw?” campaign.