Pharrell Williams and his Big Hat went to NY Fashion Week on Saturday to announce RAW for the Oceans, a denim collaboration with G-Star.
Unveiled, appropriately, at the American Museum of Natural History, the collection of jeans will be made using the excellent sounding Bionic Yarn, which is made by recycling plastic that's been discarded in the world's oceans. Pretty cool, eh?
Pharrell said: "Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward. 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".