Wednesday night in the Big Apple saw G-Star RAW celebrate the opening of its brand new flagship store on Fifth Avenue with Pharrell Williams, the brand's newly-appointed Head of Imagination.

Marking Williams' first opening since becoming a co-owner of the Dutch denim label, the night was met with a bevy of the singer's tastemaker pals, including Virgil Abloh, who manned the turntables with his notoriously eclectic sets; spinning everything from high-octane techno, top 40 hits and a slew of Kanye remixes.

Sporting an über-modern design with an “open window” concept to ensure the interior is visible from outside, the store's mezzanine floor, which spans over 250 square meters, displays a broad denim stock with varying jean fits showcased on floating three-dimensional legs.

Located at 475 Fifth Avenue opposite the New York Public Library, the space is one of G-Star RAW's largest Stateside stores and serves as the latest addition to the brand's ongoing retail development.

Check out some snaps from the soirée above and be sure to read about the next generation of G-Star's 3D denim with the ever innovative Aitor Throup.

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