Join SB'23 San Diego: Full Program Announced!

Waste Not
Pharrell Williams, G-Star Announce Denim Collection Made from Recycled Marine Plastic

Music producer and entrepreneur Pharrell Williams announced last weekend at New York Fashion Week a new partnership with denim label G-Star Raw to create a line of jeans made with plastic collected from the oceans.

"The oceans need us now," Williams said as he announced the collaboration between G-Star and his textile company, Bionic Yarn, which Williams co-founded in 2010 to produce fabric from recycled plastic. The new collection, "Raw for the Oceans," which will be the first denim collection to incorporate marine plastic, will debut in stores and online on August 15.

“Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” Williams said at the event. “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.”

Next-Gen Materials Creating More Sustainable and/or Regenerative Products

Join us as Geno, Modern Meadow, OurCarbon and Material Connexion explore a range of new materials that are promising to transform a variety of industries — Monday, October 16, at SB'23 San Diego.

According to Forbes, G-Star had to turn its entire supply chain upside down in order to make “Raw for the Oceans” possible, going all the way back to the raw materials. That meant working with Bionic Yarn and organizations such as Parley for the Oceans and the Sea Shepherd’s newly launched ( Project, aimed at finding new ways to extract the plastic from the water. G-Star says it is planning to incorporate Bionic Yarn into all of its future product lines.

Joining the ranks of other companies such as Levi’s and Dirtball — which are also producing denim made from recycled plastic — and Thread, which creates fabric made from plastic waste collected from Haiti, “Raw for the Oceans” also joins a diverse and growing list of initiatives aimed specifically at finding ways to upcycle marine plastic:

  • The Healthy Seas Initiative has partnered with companies, including Aquafil, Star Sock and now Interface, to collect marine plastic for reuse in products ranging from carpet to socks to swimwear.
  • A startup called Bureo is using marine waste collected from Chile to make skateboards.
  • In 2012, cleaning company Method launched a limited-edition soap bottle made from a blend of marine plastic and post-consumer recycled plastic.
  • Ecover, maker of non-toxic cleaning products, began collaborating in March with Closed Loop Recycling, a UK plastic recycler, to develop a new type of plastic for packaging using waste plastic collected from the seas around the UK by EU fishermen.

More Stories

Featured Brand Voices

Have Sustainable Brands delivered right to your inbox.
We offer free, twice weekly newsletters designed to help you create and maintain your company's competitive edge by adopting smarter, more sustainable business strategies and practices.
Copyright ©2007-2023 Sustainable Brands, PBC All Rights Reserved.