G-Star Raw has new CMO as it prepares to deliver “new point of view”

By

Barbara Santamaria

Published
Apr 17, 2019

G-Star Raw, the eco-conscious denim brand co-owned by American artist Pharrell Williams, has hired Gwenda van Vliet as new chief marketing officer.

An experienced marketer who has led the marketing and communication efforts of several retail fashion brands for the past 15 years, van Vliet will join G-Star Raw’s executive committee and assume responsibility for defining, amplifying and expanding the brand’s voice to position the business for long-term growth.

She was most recently global brand and marketing director at Austrian hosiery brand Wolford. Prior to that, she served as global marketing director at VF Corporation.

Van Vliet commented: “I’ve always admired G-Star's unconventional ethos, including the culture, creativity and innovative spirit of the brand. These core values are what makes G-Star unique and I am thrilled to work with the team on the important task to deliver a bold, new and exciting point of view to our consumers around the world.”

Founded in 1989, the Amsterdam-based denim brand has been partly owned by Pharrell Williams since 2016. Over the past few years, the label has been magnifying its sustainability focus, launching collections made from ocean plastic waste and reducing the environmental impact of its denim manufacturing process.

The brand is also known for its celebrity collaborations. In addition to having Pharrell Williams’ support, it released a collaboration with Jaden Smith last year, and recently announced Ruby Rose as its new face.