Pharrell WIlliams announcing his collaboration with G-Star on this eco-friendly deniim

Pharrell WIlliams announcing his collaboration with G-Star on this eco-friendly deniim

While everyone was obsessing over shoe candy at the rest of New York Fashion week, I stopped by the American Museum of Natural History for a somewhat heavier event. In the main hall, underneath the giant blue whale, scientists and speakers discussed the dire situation of sea life and ocean birds, who are eating and choking on the tiny bits of plastic filling the ocean.

(I need events like this every once in a while to remind me of why I put so much effort into not consuming as much plastic. I say “as much” because, as one of the speakers pointed out, it is impossible not to use plastic today. But we try our best.)

However, it was still a Fashion Week event. After we had seen the horrifying pictures and videos of birds dying slowly because their stomachs were filled with plastic, Pharrell Williams appeared to announce his collaboration with G-Star Denim on jeans that would actually help address the problem. (Yup, he wore that hat again. Because he actually doesn’t care what you think.)

The special denim, called RAW for the Oceans, will be created using a product from Bionic Yarn, a company that develops and manufactures premium yarns and fabrics made with fibers derived from recycled plastic bottles. The RAW for the Oceans collection will be available at selected G-Star RAW stores, and online from August 15th.

And if I need a new pair of skinny jeans, I know exactly where I’m going.

Joe Jonas made an appearance on the "blue carpet"

Joe Jonas made an appearance on the “blue carpet”

The model Sessilee Lopez

The model Sessilee Lopez

PHARRELL WILLIAMS Curates Collaboration Between BIONIC YARN and G-STAR Turning Ocean Plastic into Denim

Paper Magazine Editorial Director Mickey Boardman, on the right

Singer Adrienne Bailon

Singer Adrienne Bailon

Captain Paul Watson from the Sea Shepherd made an impassioned speech.

Captain Paul Watson from the Sea Shepherd made an impassioned speech.