In addition to developing a legendary skincare routine that defies our understanding of time itself, Pharrell is quite the style maverick. From music videos to red carpets, his outfits often make the kinds of statements fans long to make themselves, and now they finally can. Pharrell has announced the launch of Joopiter, his own auction service, that will sell selections from his 11 storage vaults’ worth of incredible luxury goods.
Joopiter’s inaugural collection, “Son of a Pharaoh,” will go live on October 11. (Pharoah is the name of Pharrell’s father.) In an interview with the Financial Times, the 49-year-old music superstar explained what went into the decision, which involved bringing in a new team to build the Joopiter portal. The new company’s name is ostensibly connected to the meaning of Jupiter as a harbinger of fortune and blessings in astrology, and Pharrell plans to eventually institute a philanthropic component down the road.
“I’m not going to sell furniture on StockX,” he told FT, explaining why he decided to start his own commerce platform instead of using an existing one. “I’m not going to sell, you know, 20-plus-carat diamond rings on [The] RealReal.”
The newly launched Joopiter Instagram gives a sense of what some of the available items could be, including a multicolored diamond N.E.R.D. chain made by popular jeweler Jacob & Co., a gold PlayStation Portable, a multicolor leather jacket with “WOMEN’S RIGHTS” written across the chest, and multiple pairs of crystal-covered Adidas sneakers. While the site will launch with his own possessions, he says it will eventually also sell other people’s collections.
In the article, Pharrell speaks about how music and fashion have been intertwined since the time of Mozart, and he says that clearing out some of his many possessions is “an enlightening experience.” (The Financial Times does us all a tremendous favor by asking Pharrell if he’s working on Rihanna’s ninth LP, but Williams tactfully declines to provide any details.)
Though there has been an uptick in famous musicians selling their pieces secondhand (Charli XCX partnered with Depop to raise money for G.L.I.T.S., and Lil Yachty sold more than 700 garments from his collection on Grailed), Pharrell creating his own platform is another instance of him blazing trails for hip-hop acts in the fashion industry. As a designer, Pharrell co-founded the Billionaire Boys Club and Icecream brands, and also has an expansive collection of shoes and garments with Adidas. And while we don’t know if Pharrell’s giant Vivienne Westwood buffalo hat will ever be sold on Joopiter, but we’ve got our fingers crossed.