The fashion world’s obsession with Pharrell continues. Woolworths is the latest brand to tap the fashionable producer to serve as style director for a collaboration focused on sustainability.
Naturally, Williams’ Bionic Yarn company, which makes yarn from discarded plastic fibers, is involved with the project. Woolworths is looking for young South African creatives, aged 15-25 to design stylish T-shirts for the collaboration, with the theme of raising awareness about the environment. The winning designs will be printed onto the sustainable tees and sold in Woolworths stores.
Pharrell’s promotion with Woolworths also extends to a concert tour. In addition to the T-shirt contest, Woolworths is working to promote education and inviting South African school singing groups to enter a competition in hopes of being able to sing with the artist on stage.
Williams is no stranger to sustainable collaborations. He previously worked with G-Star RAW, creating a collection of cool denim pieces made in conjunction with his Bionic Yarn company.