A G-star initiative for the oceans

Pharrell bringing the star power

Pharrell Williams’ penchant for a certain standout hat has him firmly on our fashion radar of late, and he’s turning his powers to good with a new collaboration with cult denim brand G-Star RAW.

RAW For The Oceans is a long-term project between G-Star RAW and Bionic Yarn, the sustainable materials company of which Pharrell is creative director.

The first phase of their ‘creative exploration’ will result in a capsule collection made entirely from materials recycled from the oceans.

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Says Pharrell: ‘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.’

Look out for the inaugural RAW For The Oceans collection in stores from 15 August.

From the archives: ELLE wears denim

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