Pharrell Williams presents G-Star RAW for the Oceans

G-Star collaborates with Pharrell Williams, owner of Bionic Yarn, on RAW for the Oceans.


Earlier this week denim giant G-Star RAW announced an innovative collaboration with eco-manufacturer Bionic Yarn for a collection of sustainable denims made from recycled plastic bottles gathered from the sea.

As one of the denim industry’s most forward-looking companies, G-Star has always recognized sustainability as a core driver for the business. This week saw the Dutch label expand upon its sustainable efforts with the launch its latest collaborative project with Pharrell Williams, owner of Bionic Yarn. Dubbed “RAW for the Oceans,” the collection will consist of denim from G-Star that incorporates Bionic Yarn’s Bionic® eco-thread made from recycled plastic bottles.

The initiative was realized by Project Vortex, a non-profit organization of international artists, designers and architects who are addressing the threat of plastic pollution by creating environmentally sustainable and commercially viable initiatives for companies by recycling waste collected from the oceans. 

Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” commented Pharrell Williams, Bionic Yarn’s Creative Director, about the new collaboration. “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.

G-Star’s CMO, Thecla Schaeffer commented: “G-Star has always been driven by innovation, and by integrating Bionic Yarn into our collection, we’re taking the next step in creating denim for the future. We’re very excited about the long-term goals of this collaboration and to have Bionic as our business partner.

The RAW for the Oceans collection will be available at select G-Star RAW stores and online on August 15. Sign up to the project here.


Pharrell Williams presents G-Star RAW for the Oceans
1 comment

Name
Email
Website
Please fill the required fields

Fabiano
Feb 14th, 2014
Washing machines deposit microplastic around world’s shorelines The next time you wash your clothes think of the environment. Not just the temperature you wash your clothes at, but rather the contamination of the world’s shorelines by the microplastic - bits of polyester and acrylic smaller than the head of a pin - released from your clothes during the wash cycle. According to a study led by Dr Mark Browne from the UCD School of Biology and Environmental Science, University College Dublin, Ireland, over 1,900 fibres can wash off a single piece of clothing during a machine wash cycle and end up on the shoreline. http://www.ucd.ie/news/2011/10OCT11/241011-Washing-machines-deposit-microplastic-around-worlds-shorelines.html

Subscribe to WGSN

DenimBanner
Get more Denim insights as a WGSN subscriber

Related stories

New York Men's Fashion Week Spring/Summer 16: Top 10 Denim Looks

Supreme x Thrasher Spring/Summer 2015

Seven Senses Denim: A bold organic, ethical start-up supporting artisans

Introducing: Kurt's Amsterdam

Story mfg Spring/Summer 2016 Lookbook: The Full English

H&M in collab with Balmain, designer Rousteing and celeb friends wear pieces at Billboard awards

Outdated and inconvenient: Three reasons why flares should fail

The Plastic Age: A Documentary feat. Pharrell Williams (Full Film)

Denim Design Talent: Hollie Ward

Supreme x The North Face Spring/Summer 2015

Runabout Goods - A New Perspective in Proper Adventure Goods

i-D Presents: The Plastic Age

Paris Fashion Week Spring/Summer 16 – Top 10 Denim Looks

SXSW Interactive – the 10 big ideas you need to know about

Red Cloud Overall MFG Co. Opens Hong Kong Store

Supreme x UNDERCOVER Spring/Summer 2015 Collection

Milan Fashion Week S/S 16 – Top 10 Denim Looks

Slam Jam x Carhartt WIP "Boom Town Slickers"

Pitti Uomo 88 - Top 10 Denim Street Style Looks

KR3W x Charles Peterson Collection & Exhibition