Last night at the American Museum of Natural History in NYC, Pharrell Williams, Creative Director of Bionic Yarn, announced the creation of “RAW for the Oceans,” a collaboration between denim brand G-Star Raw and Bionic Yarn.

The collection between both powerhouse brands will be made with recycled materials from the oceans and will help remove plastics from the sea and its shorelines, as well as integrate it back into revenue. The main purpose of the collaboration is to protect the oceans across the world from the harmful and deteriorating plastic pollution.

The press conference featured a number of influential speakers – Captain Paul Watson, Daniella Russo, John Davis, Tyson Toussant, DR. Ian Kerr who all took the stage to speak on the the harmful usage of plastic and provided some helpful tips on how to think outside the box when it came to using the ductile material. The eclectic group of people would also present short clips of the helpless sea creatures who die everyday from the dangerous particles thrown in the sea.

Pharrell Williams would close out the night as the last guest speaker, and provided some insight as to why he became part of the “RAW for the Oceans” campaign and his vision with the collaboration. The super producer and artist told the crowd in attendance that he hopes collaborations like this can help create an eco-freindly environment and a better place to live in the future.

The “RAW for the Oceans” collection will be available at selected G-Star Raw stores and online from August 15th. For more information on the collab, visit g-star.com/rawforoceans.

Roger Krastz @walldoe