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The rapper has announced a collaboration with G-Star Raw to use 'Bionic Yarn'
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Pharrell Williams presents G-Star RAW for the Oceans
American rapper Pharrell Williams has made an unlikely appearance in the world of plastic, debuting his own range of jeans which will be made of recycled plastic. The jeans will be made by major clothing brand G-Star Raw, according to Billboard.com.
According to the site, Mr Williams announced the collaborative fashion range, which is to be named ‘RAW for the Oceans’ — a campaign which aims to re-purpose waste plastic from the sea.
The company behind the manufacturing process is Bionic, which specialises in producing ‘Bionic Yarn’, a material made of recycled plastic fibres that can then be incorporated into various fabrics.
Billboard states that Mr Williams will be the co-designer of the jeans.
“Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” Pharrell is quoted as saying. “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 singer has even released a new video and version of his chart single 'Happy' - see above for the video, which includes Mr Williams' take on the issue of waste plastic. Williams draws attention to pollution, but far from turning the blame back on the plastics industry, his approach draws focus to the matter of responsibility, as well as product innovation.
Fellow pop star Siva Kaneswaran of the UK group The Wanted also spoke to Billboard about the range: “What a great cause. This is an amazing and creative way to save our oceans.”
The RAW for the Oceans collection is due to begin retailing in August.