Williams began working with the Amsterdam-based company known for its denim two years ago when G-Star Raw started incorporating Williams’ Bionic Yarn into its Raw for the Oceans collection.
In conjunction with Parley for the Oceans, which retrieves plastic waste from the ocean, Bionic Yarn then turns that into material for garments and what can’t be used for production is recycled for other purposes. For denim, the plastic was wrapped with cotton for the look of denim with added durability from the plastic.
— Pharrell Williams (@Pharrell) February 9, 2016
“G-Star is an independently minded and forward thinking company,” said Williams. “I believe they will be the definitive jeans brand of the 21st century. I am looking forward to being part of that mission and to co-create G-Star’s future.”
The brand says that Williams will be involved “on many creative levels.”
G-Star Raw was founded in 1989 by Jos van Tilburg and showed collections at New York Fashion Week from 2008-11.
— G-Star RAW (@GStarRAW) February 9, 2016
Williams has been involved in several other parternships within the fashion industry. Aside from founding Billionaire Boys Club, he also regularly collaborates on collections with Adidas and also collaborated with Timberland on the Bee Line x Timberland collection.
Footwear News honored Williams and Timberland with the Collaboration of the Year Award at the FN Achievement Awards in December.