June 3, 2016 | Tips & Style

Drowned Plastic Making Denim Magic

Unless you’ve been purposefully avoiding every single piece of pop culture published, you’ll know that Pharrell is everywhere, these days. And one of the newest places we’ve seen his smiling face is in sustainable fashion! Pharrell recently found himself on the pages of New York Magazine thanks to his new role as co-owner and “head of imagination” with denim company G-Star RAW.

G-Star RAW is actually the result of a longer collaboration between Bionic Yarn and G-Star called RAW for the Oceans, a project that makes denim from recycled ocean plastic. G-Star RAW has all kinds of information about how they do it, but essentially, it’s a matter of processing plastic into fibers which are then woven together to form fabric.

It’s always really cool to see celebrities using their influence to bring awareness to causes, but it is also awesome to see science and fashion come together to solve a problem.

According to NY Magazine’’s The Cut, at the brand’s opening, Pharrell said, “We all have a responsibility. I’m not perfect, but I want to do things that help.”

Thecla Schaeffer, CMO G-Star RAW had some nice things to say about Pharrell: “In working with Pharrell Williams we wish to continue to innovate by allowing Pharrell to push the boundaries even further across all aspects of our business from creating new product ideas and new visions on sustainability to creating new brand experiences.”

We couldn’t agree more! As eco-friendly clothing care specialists, innovation in sustainable fashion is right up our alley. Plus, the denim is also really beautiful.

 

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