There is no doubt that because of our high levels of production and consumption as humans we are causing a negative impact on the environment that we depend on for our well-being. However in fashion just like in many other industries there is a growing movement towards producing and consuming products that are made in an eco-friendly and environmentally conscious way.
“The oceans need us now,” says Pharrell, explaining his latest project, which will see G-Star team up with eco fabrics company Bionic Yarn, which produces fibres made from recycled plastic collected from the ocean.
Pharrell Williams is the Creative Director at Bionic Yarn and sates that, “working with G-Star was an obvious choice because they have a legacy of pushing the boundaries of fashion and denim forward,” explained Pharrell. “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.”
The first collaboration between G-Star and Bionic Yarn will launch on August 15th and we’re excited to see the results.