The American R&B singer, producer and designer Pharrell Williams has collaborated with the eco-thread company Bionic Yarn and the Dutch fashion brand G-Star RAW to create jeans from the plastic trash collected in the sea waters. Following in the footsteps of Levi’s that crafts denim pieces from post-consumer plastic bottles from municipal cites, the collaborators officially go as further—or deeper—as the oceans to extract the material for the jeans.
The Raw for the Oceans collection was announced at New York’s American Museum of Natural History a week ago at the event that coincided with New York Fashion Week. Mr. Williams, who is a creative director for Bionic Yarn and co-designer of the line, talked more about the inspiration and drive behind the project rather than unveiled design details. “By creating yarn from oceans plastic, we are actually moving things forward within the fashion industry,” he stated.
The international launch of the line is slated for August 15. So far, there’re no details shared on what items will be featured in the collection. The G-Star Raw official website only features the promotional animated video, highlighting the source and the purpose rather than products themselves.
While not saying much about the pieces and design, the creators focus on the unconventional fabrics. “The Bionic yarn is coiled with cotton. When you feel the fabric it feels as soft as regular denim. And it looks like regular denim,” commented Thecla Schaeffer, CMO at G-Star Raw. The combination of two types of material—denim and polyester—also makes it possible to separate them when the piece gets worn out, and recycle each of them in a relative way.
The collaboration between the music artist, the eco-fabrics producer and the apparel label will continue integrating Bionic Yarn in some new upcoming products. The creative team is planning to launch a new “oceanic” collection each season. “This is a long-term creative exploration to innovate denim and make a real impact against plastic pollution,” she added.