I always thought Pharrell Williams was a cool guy but I recently learned that he is “Head of Imagination”, which is like a creative director, to G-Star; a luxury men’s & women’s denim retailer also selling chic-yet-casual clothing, shoes & accessories. What I find most intriguing is that the company is based on two things. Being socially and economically responsible, which is really amazing. This single-minded approach has led to the introduction of ‘luxury denim for the streets,’ by fusing high-level craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction (G-Star Raw).
The company only uses organic, recycled cotton and polyester, as well as Tencel. Something really brilliant that I think Pharrell has done as Head of Imagination is design a collection, G-Star Raw, of recycled ocean plastic to help get rid of unwanted waste that is destroying our oceans. He’s taking plastic waste that trashes the ocean and combining fashion into one creating his collection of all denim.
I read this awesome article about this particular story and it’s the reason I found out about this project. Check it out it’s a great read! http://www.wmagazine.com/fashion/2016/04/pharrell-williams-gstar-raw-denim-amsterdam-tour/photos/
theunalteredone 