G Star launched an eco imitative ‘ Raw of the Ocean’ last month. The collaboration takes plastic from the worlds oceans and transforms it into denim and apparel. This collection was intriguing, I’ve worked with denim for nearly 3 years now and have never seen anything quite like this, surely plastic denim cant work?
I have to admit when I was looking at the collection in Selfridges the apparel did smell like plastic……
The dutch denim brand G-Star collaborated with its brand partner Pharrell Williams. The collection, was created and co-designed by Pharrell Williams in partnership with Bionic Yarn, The Vortex Project, and Parley for the Oceans. The fibres are constructed from recycled plastic bottles collected from the oceans. The Collection is pictured throughout my post!
“Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” Pharrell Williams said. “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.”
The collection has an octopus as the motif which is present on most of the collections pieces but honestly the slogans and designs are rather sweet. I like that this collection has been done to solely focus on protecting the earth and oceans allowing for an eco friendly fashion brand which just shows the fashion industry there is always a more environmentally friendly way to do things.