RAW for the Oceans:
Project by G-STAR RAW.
Curated by Pharell Williams
RAW for the Oceans is a collaborative project that takes plastic from the world’s oceans and transforms it into innovative denim and apparel. Pharrell Williams, along with his Bionic Yarn company, partnered up with G-Star to create a movement of reducing the plastic pollution in our oceans. Currently the Ocean contains six times more plastic than sea life. The message that they are trying to get across is that if the oceans die, we die. They are taking low grade plastic and debris and turning it into high performance yarn. They managed to pioneer the world’s first high performance eco-yarn and they believe that this could really provide an answer for ocean plastic.
Here is their step by stop process to how they are making the worlds first denim from recycled ocean plastic.
STEP 1: OUT OF THE OCEAN. Plastic pollution is first retreived from our oceans, and with 700 million tonnes of it out there, there is plenty to work with.
STEP 2: PIECED IN PREPARATION. The retrieved ocean plastic is broken down into chips and then shredded to fibres, ready to be spun into yarn.
STEP 3: SPINNING THE YARN. Ocean plastic fibres are spun into strong core yarn and then helixed with cotton, making Bionic® yarn.
STEP 4: WEAVING AND KNITTING. The innovation is complete with the weaving or knitting of Bionic® yarn into RAW for the Oceans fabrics.
This collaboration between G-STAR and Pharrell Williams is more than just a great pair but a match made for greatness. They are taking collaborations between a great brand and an influential icon to the next level. Singer, songwriter, and producer Pharrell WIlliams has been influencing the fashion industry since his debut on the music scene since the early 90’s. He is a huge creative force using music, fashion, and design to express his distinctive style.
Celebrity collaborations have been trending within the fashion industry as both parties can benefit from the opportunity as well as the press. With whichever side of the collaboration is more familiar to the people, this gives exposure for the other. These new partnerships have more behind them than just two influential names coming together where as it can simply be looked at as a marketing decision. Whether the outcome is successful or not the collaboration can brings recognition to both sides.
For this example of Pharrell WIlliams and G-STAR, Pharrell is already well known for his high taste level and fashion sense. He has a great following and fan base which is also exactly G-STAR’s target audience. Both names have a certain aesthetic that really mesh well together organically without either side having to really change. G-STAR already is highly coveted and reminiscent of Pharrell’s “billionaire club” style.
This innovative collaborative project has potential to be a permanent brand. They believe that they can “turn ocean plastic into something fantastic.” Pharrell Williams and G-STAR definitely have the power to drive sales through the roof. Because of his influential name in the fashion and music industry already, his following is sure to want to come on board. He’s bringing awareness to a current economical problem as well as recognition for a brand name. Currently the accessories from RAW for the Oceans include a collection of denim hats. The baseball cap is embroidered with “Otto”, the RAW for the Oceans mascot. (Pictured below)