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Pharrell Williams & G-Star Create A Line Of Denim Apparel From Ocean Trash
By Loke Shi Ying, 28 Jun 2014
American singer songwriter Pharrell Williams has teamed up with G-Star to introduce RAW, a line of denim jeans created out of re-purposed ocean trash.
RAW for the Oceans is a high quality line of denim by G-Star with a social conscience, or ‘denim for the future’.
Williams is the creative director of Bionic Yarn, a company that makes yarn and fabric from recycled plastic bottles. Bionic Yarn has teamed up with G-Star this year to produce the RAW for the Oceans line.
Together with the Amsterdam-based G-Star RAW team, FHV BBDO and Part of a Bigger Plan, RAW for the Oceans was created.
This project recently picked up the Grand Prix for the first ever Product Design Lion awarded at the Cannes Lions International Festival of Creativity.
Watch the case study video below.
[via Cannes Lions]
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