Pharell Williams, G-Star team up for ecological denim line

15 Feb '14

2 min read

American singer-songwriter, rapper, record producer and fashion designer Pharell Williams, who is also the creative director of eco-fabrics firm Bionic Yarn, will be collaborating with Dutch denim label G-Star Raw to launch a new denim collection ‘RAW for the Oceans’, using recycled plastic.

The ‘Happy’ hitmaker announced the collaboration recently during a press conference at the American Museum of Natural History, where he explained that Bionic Yarn and G-Star would be launching the eco-friendly denim line that will consist of denim from G-Star incorporating Bionic Yarn’s eco-thread made from recycled plastic bottles sourced from the ocean.

On the collaboration, Williams said that working with G-Star was an obvious choice as the Dutch denim label has a legacy of pushing the boundaries of fashion and denim forward.

Bionic Yarn is a company built around performance, and denim is the perfect category to show the world what Bionic Yarn can do, as everyone has jeans in their closet, the Grammy award winner added.

The partnership is a result of Williams’ and G-Star’s cooperation with The Vortex Project—an initiative by Parley for the Oceans, a platform where several creators, thinkers and leaders come together to raise awareness for the beauty and fragility of oceans and collaborate on projects that aim to end the destruction of oceans.

In addition to the collaborative collection, G-Star would also be incorporating and integrating Bionic Yarn materials to its existing denim lines.

The first collection under the collaboration would be available online and in G-Star stores from August 15, 2014.

Fibre2fashion News Desk - India

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