Would you wear jeans made out of old cans, bottles and paper found in the ocean? Pharrell Williams believes so. He teams up with Dutch designer luxury streetwear company G- Star to create high end clothes from recycled plastic.
Raw-for-the-Oceans
The 41-year-old – who is known for his distinctive style in music, fashion and design – has collaborated with G-Star and Bionic Yarn, the eco-thread textile company that’s big on recycling rubbish and high performance yarn. It’s an initiative that Pharrell co-founded in 2010 to produce fabrics from marine plastic. The multi-talented entrepreneur has named the range ‘Raw for the Oceans’ and it will feature sustainable, eco-friendly denim menswear. The collection is coupled with his trademark style, but tailored from waste – not from trash cans but the ocean. Yes, you read correctly, the ocean. G-Star believe that they’re taking the next step in producing denim for years to come. Living up to their reputation as ‘an innovative and fresh company’.
‘We’re very excited about the long-term goals of this collaboration and to have Bionic as our business partner,’ says G-Star’s Creative Marketing Officer Thecla Schaeffer.
In order to curb plastic pollution in the oceans, Pharrell approached G-Star and asked them whether it was possible to make denim out of ocean plastic. The collaboration is one creative exploration journey that both companies will be embarking on with Pharrell as the co-designer. It’s great to see celebrities creating awareness about important issues that affect us globally.
Could this be the next craze for high-end fashion houses and esteemed catwalks?
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Words by Alice Paulse
Pharrell Williams
Raw-for-the-oceans
