G-Star RAW for the Oceans
Award: Graphite Pencil
Graphite Pencil / White Pencil - Creativity for Good / Design - Brands / 2015
Around 100 million tons of plastic are produced every year. About 10% ends up in the oceans. This plastic pollution affects the environment in many ways, with birds, marine mammals and fish all killed as a result. In an effort to solve the problem, G-Star RAW collaborated with Parley for the Oceans and Bionic to create the world's first denim collection made from ocean plastic. Parley retrieves the plastic from the ocean, from which Bionic makes the yarn. Turning that yarn into denim meant G-Star had to revise its entire manufacturing process, from its mills to its fabric specialists and designers. The result is the RAW for the Oceans collection, which allows people across the world to express their concerns about ocean pollution by wearing it. With Otto, the campaign mascot, integrated into the design, Bionic creative director Pharrell Williams helped ensure the collection looked and felt just as beautiful as regular denim. The first collection contained 33% reclaimed plastic. The initiative is the long-term action that will see Bionic Yarn integrated into continuing product lines.
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