The Neptunes’ Pharrell Williams has something to brag about when it comes to his knack for fashion after reportedly winning a new category at the annual Cannes Lions festival. #WinBig
According to reports, Williams’ idea of using recycled plastic to craft clothing won over judges.
In the new product design category this year, the Grand Prix was awarded to an unusual project to make jeans and other clothing recyled from plastic trash recovered from the ocean. Called “Raw from the Oceans,” the line is curated by singer Pharrell Williams for denim fashion brand G-Star Raw, working in collaboration with a company called Bionic Yarn and the Vortex Project. The effort was entered by G-Star Raw Amsterdam and FHV BBDO in the Netherlands. (Ad Age)
One judge admitted Pharrell’s genius line immediately helped him stand in a class all by himself.
Why it won: The jury was responsible for defining the inaugural product design category, and differentiating it from the many other awards at the Cannes Lions International Festival of Creativity. Jury president Donghoon Chang described “Raw for the Oceans” as the Holy Grail. He said it stood out from the start of the judging for form, function, and innovation, and a commitment to sustainability and social responsibility. (Ad Age)
Williams initially raised eyebrows when he launched the line during a Fashion Week event last February.
Fashion designer, singer, and Grammy-winning artist Pharrell Williams debuted his latest project, “RAW for the Oceans,” during a high-profile event last weekend in the midst of New York City’s Fashion Week. The 40-year-old, who serves as the creative director of Bionic Yarn, will collaborate with denim brand G-Star Raw on the new collection, which incorporates the recycled-plastic-turned-eco-friendly-fabric. (Huffington Post)
The line is expected to hit retail outlets sometime in August.
Bionic Yarn, the eco-thread company of which Pharrell is creative director, has teamed up with the denim company to create a collection made with recycled materials from the great blue sea. G-Star has also agreed to go green by integrating Bionic Yarn into its existing lines. So when this line is available in August, does this technically mean we could wear jeans made from sunken pirate treasure? Yes. Yes, it does. (NY Mag)