Pharell Williams announces its latest collaboration with G-Star
11 Feb. 2014
Pharrell Williams and G-Star launch eco-friendly denim
Pharrell Williams, musician and creative director of Bionic Yarn has announced the launch of "RAW for the Oceans", a long-term collaboration between G-Star RAW and Bionic Yarn.
The new collaboration between Bionic Yarn and G-Star was presented for New York Fashion Week. “Raw for the Oceans” will give life to a new denim collection made up of recycled materials recovered from the oceans to be sold in stores from August 2014. Moreover, G-star will also use Bionic Yarn materials in their already existing collections.
Pharrell Williams commented: "Working with G-Star was an obvious decision because they are always focused on projects that go beyond the borders of fashion and denim. Bionic Yarn is a company concentrating on performance and denim is a perfect product category for showing what Bionic Yarn can do. And anyone owns at least one pair of jeans in their closet.”
Inspired by its "Just the Product" design philosophy, G-Star is always concentrating on reinventing modern craftsmanship, 3D innovative denim and new materials. G-Star’s strategic director Thecla Schaeffer explained: "G-Star was always pushed ahead by innovation and integrating Bionic Yarn in our collection will help us taking our next step toward creating the denim of the future. We are very excited about our long-term objectives for this collaboration and to have Bionic as our commercial partner.”
The RAW for the Oceans collection will be available through selected G-Star RAW stores and online from 15 August.
Maria Cristina Pavarini
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