Pharrell, the Grammy winning singer and producer is now Adidas’ newest collaborator on their adidas Originals product line. Pharrell who is behind the worldly phenomenon and currently one of the most popular songs “Happy” will join Adidas with his own textile company Bionic Yarn which manufactures sewing yarn from recycled plastic bottles. Bionic Yarn is also partnering with “The Vortex Project” which is a global initiative to remove the plastic debris from various vortexes formed in the oceans around the world. According to the Vortex Project’s website, their goal is to “clean up shorelines and oceans, boost new technologies and turn ocean plastic into smart consumer products to create funding and awareness.” Including Pharrell’s quote “wear the responsibility for the oceans.”
Both sides feel great about the partnership, Dirk Schoenberger, the global creative director for Adidas’ sport style division stated “Williams is a pop-culture icon that never fails to inspire, not just through his musical talent and craft, but through his many other interests. He is the perfect fit for the multifaceted company that is Adidas.” According to Pharrell “Working with an iconic brand like adidas is such an incredible opportunity. From the classic track suit, to growing up in Virginia wearing Stan Smiths, adidas has been a staple in my life. Their pieces are timeless. This is an exciting partnership for both me and for Bionic Yarn.”
This will be the first time that Adidas has collaborated with a designer who had their own textile company as Pharrell does. Their previous collaborations include the likes of Yohji Yamamoto, and TopShop and others who currently produce Originals collections for Adidas like Opening Ceremony and Porsche Design. Adidas announced their partnership on March 27, 2014 via Twitter stating that “Pharrell gear drops in summer” and a teaser of the collection is visible on the adidas Originals YouTube channel.
In an interview with WWD Williams stated that “Adidas is giving me a great opportunity to develop products which I love and will also be using Bionic Yarn and is more of a partnership than a collaboration as we look to work together for the next few years,”. Pharrell also stated that “It’s my line so it comes from my heart and mind,” he said. “I’m taking this very seriously. [It’s for] basically everyone. [I’m] not doing this for any specific demographic; I hate being put in a category anyway.”
This is a new move for both Adidas and Pharrell in the sense that their collaboration or partnership as Pharrell calls it, is indirectly partnering with a global initiative to try and clean up the world’s ocean debris. Pharell is also working with G-Star denim and creating a denim that is made up of his Bionic Yarn material, and according to the Bionic Yarn website “G-Star and Bionic Yarn have joined forces to create a denim collection made in part with recycled plastic materials retrieved from the world’s oceans and shores. Available at G-Star Raw stores worldwide and online beginning Aug. 15.”
The Bionic Yarn webpage has two key phrases. One being “Stronger Thread. Greater Good” when explaining his yarn material and the other being “Let’s reap more from what we sew.” It’s not enough to just talk and preach about being environmentally and earth conscious, something has to be done about it. Pharrell is doing just that while building his own conglomerate empire. Doing good doesn’t have to come at an expense and now you can see how it can actually be profitable.