Pharrell Williams And G-STAR Turn Ocean Plastic Into Denim

BFA-NYC-8314-983453

New York Fashion Week, February 8th – Pharrell Williams, Creative Director of Bionic Yarn, announces RAW for the Oceans, a long-term collaboration between denim brand G-Star RAW and Bionic Yarn, at the American Museum of Natural History.

The collaboration is a creative exploration, where Bionic Yarn and G-Star joined forces to innovate denim. Together they will create a collection made with recycled materials from the oceans in stores from August 2014. In addition to the joined seasonal collections, G-Star will integrate Bionic Yarn material into existing product lines.

Speaking on the collaboration Pharrell Williams comments: “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.”

Driven by its design philosophy ‘Just the Product’, G-Star focuses on the continued reinvention of modern craftsmanship, 3D denim innovation and new materials. G-Star CMO, Thecla Schaeffer says: “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 selected G-Star RAW stores, and online from August 15th. For further information, please visit gstar.com/rawfortheoceans

For the video that illustrates the RAW for the Oceans collaboration, Click here:

http://www.youtube.com/watch?v=Wm8N78bE8ns&feature=youtu.be

http://www.youtube.com/watch?v=VgMWHT7Xm4U&feature=youtu.be

#GStarRAW #Bionic #rawfortheoceans

G-Star RAW. Just the Product.


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