G-Star Raw by Ellen Von Unwerth

By Diane Small

“The oceans need us now,” said Pharrell Williams, artist and creative director at Bionic Yarn, during the unveiling of a new collaboration between Bionic Yarn the denim brand G-Star Raw which took place at the American Museum of Natural History during last New York Fashion Week. And his commitment to eco-friendliness has not waned.

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G-Star Raw is now committed to integrating Bionic Yarn, a fabric that is created out of plastic recycled from the oceans and beaches, in to all its G-Star lines. It’s something that sits well with Williams:  “Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” he said in a statement. “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.” Indeed. So why shouldn’t they be eco-friendly ones?

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The new long-term collaboration between the two brands is the outcome of mutual efforts with the Vortex Project, an initiative by sustainable platform Parley for the Oceans. Together, G-Star Raw and Bionic Yarn decided to join forces to develop a new type of innovate denim, whilst fighting against plastic pollution affecting the worlds oceans.

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Now the brand has paired up with Ellen Von Unwerth, who has shot G-Star Raw’s latest campaign, adding her trademark sensuality to the shoot. Her  new visuals emphasise a wide range of styles, cuts and hues of denim for both men and women. The jeans are worn skinny or loose; in raw, washed or bleached denim; and in shades  ranging from deepest indigo to unbleached white.

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The accompanying “Wear It #tightorwide” campaign invites fans to share their favorite way of wearing their jeans. Personally, we like it tight for us women, wide for the boys, and for both genders, eco-friendly always rules!


Diane Small
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