It has been announced that G-Star RAW has teamed up with hip-hop artist Pharrell Williams to launch "RAW FOR THE OCEANS," a project to transform ocean plastic into denim.
The project, announced during New York Fashion Week, involves collecting plastic discarded in oceans and on beaches, and in collaboration with Bionic Yarn, recycling it into new fabrics for a denim collection.
Bionic Yarn, for which Pharrell Williams serves as creative director, develops and manufactures environmentally friendly yarns and fabrics, including high-quality yarn made from recycled PET bottles. This long-term creative endeavor combines G-Star RAW's innovative spirit, which is constantly pursuing new materials, processes, and cuts for denim, with Bionic Yarn's technical capabilities.
Pharrell released the following statement about the collaboration: "Working with G-Star RAW was a no-brainer. They have a history of going beyond the realm of fashion and exploring the infinite possibilities of denim. Bionic Yarn places great importance on environmental impact, and denim is the perfect material for us to demonstrate our capabilities to the world. After all, everyone owns a pair of jeans."
The collection made from recycled materials will go on sale from August 2014. G-Star RAW also plans to use Bionic Yarn's materials in its existing collections.
