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Pharrell for eco-friendly denim collection

1 of 1 Pharrell Williams
Pharrell Williams

Pharrell Williams has revealed his plans to create an environmentally-friendly denim collection for G-Star Raw.

The Happy singer has teamed up with Bionic Yarn to develop the collection, named Raw for the Oceans, that will turn plastic waste from the ocean into material to create denim jeans.

Williams told WWD.com, "Working with G-Star was an obvious choice, because they have 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. Everyone has jeans in their closet.

"We (Bionic Yarn and G-Star) are trying to infiltrate the entire spectrum of fashion, high-end and low. It's a part of sustainability and the cause is to never throw anything (plastic and trash) into the ocean again. The ocean is just one part of the earth we're concentrating on, but the world is made up of 75-80% water. It's a huge place to start."

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