Pharrell, Parley & BionicYarn
Brand & Talent Partnership


The Brief

G-Star approached ITB with a goal of engaging in a creative partnership with an A-list talent to amplify the brand across a new generation.


The Four-Way Partnership

ITB formulated a four-way partnership between G-Star, Pharrell Williams, BionicYarn and ocean charity Parley - a collaboration to make a sustainable denim collection from recycled ocean plastic under the Pharrell/BionicYarn name.

In return, Pharrell pledged his design services and personal endorsement through PR and launch event commitments, social media coverage and acting as the face of the collection in associated campaign imagery.

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The Results

7 million euros worth of PR value generated since the launch at New York Fashion Week.

3.2 million outreach on Twitter.

Parley has removed and repurposed roughly 700,000 PET plastic bottles from the sea for each RAW for the Oceans collection so far.