Pharrell Fronts Denim Line Made from Plastic Bottles Pulled from the Ocean

Pharrell's putting that giant-hatted brain to good use; the multi-Grammy award-winning artist has co-designed and curated the first ever denim collection made with recycled plastic yarn. Fronting the G-Star crew as creative director of Bionic Yarn, Pharrell is spearheading G-Star's eco-friendly collections for men and women, dubbed RAW for Ocean.

Sounding like something Iron Man knits mittens with, Bionic Yarn is an eco-thread of fibres made from recycled plastic bottles found littering the ocean. Having already recycled a whopping ten tonnes of plastic waste from the seas, RAW for Ocean is the first ever collection to use Bionic Yarn to create a denim collection. And when three times as much rubbish is dumped into the ocean as the weight of fish caught every year, this is a sustainable initiative we can truly get behind.

At the forefront of sustainable fashion, G-Star and Pharrell have teamed up with some pretty kickass initiatives to see the collection come to fruition. The Vortex Project works to retrieve and recycle the millions of kilos of plastic floating in our global oceans, hoping to reduce it and come up with smart awareness campaigns to disrupt the vicious cycle. Parley for the Oceans is another top notch platform which brings together artists, musicians, fashion designers, scientists, engineers and other environmentally-conscious legends to talk about the ocean's massive problem in high-profile events and activations. They've also got Sea Shepherd giving them the thumbs up.

So what's in store for the collection? Raw for Ocean will see jeans, t-shirts, sweaters, caps and more created from Bionic Yarn — all featuring different shades of mazarine indigo blue and black. One of the cornerstone pieces for men is a modern trench cut from the Bionic Yarn raw denim, the A-Crotch Trench, while ladies can look forward to a printed denim Fallden Bomber. The RAW for Ocean collection even has a dorky little mascot, Otto the Octopus, whose presence in the collection becomes a quirky take on the classic houndstooth print.

Sea Shepherd's Paul Watson said, "Creativity is the key to saving creation from our darker side and the key to a future of ecological harmony between humanity and the diversity of wondrous species we share this planet with." Big ups to G-Star and Pharrell for getting on board.

The RAW for Ocean collection drops September 10 in stores and online.