Music mogul Pharrell Williams is almost (if not just as) popular for his fashion sense as he is for his catchy hits. His performance at the Grammys certainly got tongues wagging, not just for his number one summer hit ‘Get Lucky’ with electro wizards Daft Punk, but for his gigantic ranger hat, designed by Vivienne iconic Brit designer Vivienne Westwood.
In the past his own street wear brands ‘Billionaire Boys Club‘ and ‘Icecream’ have had a cult urban following, but now it seems the trend setting entrepreneur is turning his hand to sustainable style. Recently he co-founded Bionic Yarn, a textile company producing materials from recycled plastic bottles, and now he’s collaborating once again with US denim label G Star Raw, on a collection called Raw For Oceans, offering eco-friendly denim pieces made from fibres produced from recycled ocean plastic.
At the collaboration’s event, held at the American Natural History Museum on Saturday evening, Williams stated “The oceans need us now.” He went on to say that “working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward.”
“Together with the Sea Shepherd Conservation Society’s Project Vortex, a campaign to turn plastic debris from the ocean into commercially viable products, G-Star is taking the next step in “creating denim for the future,”
Raw For Ocean will be available online from August 15th.