Grammy award-winning superstar Pharrell Williams is the new style director for Woolworths, the South African retailer announced today.
Woolworths announced the partnership with Williams, an eco-activist, at a media briefing in Johannesburg.
“Williams is a global icon for social cohesion, advancement through education and environmental awareness. These same values lie at the heart of our business and form the foundation on which this partnership is built,” Ian Moir, CEO of Woolworths said.
“We hope Pharrell will help us make sustainability cool for the next generation of South Africans and help us create a better future for our children, our country and our planet.”
The “Happy” singer will collaborate with Woolworth to create eco friendly fashion.
Last year, the singer/songwriter teamed up with G-Star to create an eco friendly denim range.
The garments, showcased at New York fashion week, were made from Bionic Yarn using recycled plastic which had washed up on beaches around the world.
ANA