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ITALY / Florence: Pharrell Williams's Sustainable Line
by Modem – Posted June 18 2014
© Modem

Can’t stop, won’t stop: Pharrell Williams is literally everywhere—and his latest achievement, the exhibition Girls at the Galerie Perrotin in Paris, which he curated, is one of the many examples that demonstrate how versatile the American musician actually is.

His next adventure? A sustainable denim collection designed in collaboration with G-Star RAW, named RAW for the Oceans, that is currently on display at the 86th edition of Pitti Uomo in Florence, Italy, where the Dutch denim brand will open a a two-level store in Via degli Strozzi, by July 2014.

For this collaboration, G-Star RAW teamed up with Bionic Yarn—a manufacture owned by Pharrell Williams, which produces eco-materials by spinning recycled fibers into sustainable textiles—in order to create a sustainable denim line for men crafted from recycled plastic fished out of the ocean.

"Bionic Yarn is a company built on sustainable performance, and denim is the ideal category to show the world what Bionic Yarn is capable of. Everybody owns a pair of jeans,” explained Williams in an official statement. "Working with G-Star has been an obvious choice, because the brand has pushed the boundaries of fashion and denim."

The collection will be available at G-Star RAW selling points worldwide from August 15th on.
For more information, visit Bionic Yarn’s and G-Star RAW’s respective websites.

Elisabeta Tudor @ MODEMONLINE

Picture: Courtesy of G-Star RAW

© Modem