Pharrell and G-Star Announce Environmental “RAW for the Oceans” Denim Project

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By: Iyana Robertson / February 9, 2014

Pharrell Williams and Bionic Yarn team up with G-Star RAW for an environmentally-conscious project entitled “Raw for the Oceans.” Presented at American Museum of Natural History’s Hall of Ocean Life, the initiative was presented as an effort to clean plastic pollution from the world’s oceans.

“Raw for the Oceans” will feature denim made of plastic yarn from materials removed from the ocean and sold in select G-Star RAW stores as an exclusive collection. Williams also served as a co-designer of the new denim line, which seeks to turn a negative into a positive.

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“Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” Williams said. “Bionic Yarn is a company built around performance, and denim is the perfect category to show the world what Bionic Yarn can do. Everyone has jeans in their closet.”

The “Raw for the Oceans” collection will be released on August 15. Watch the promotional video below: