File this one under random, exciting and….brilliant. I’ve been following Pharrell Williams since I helped promote his first N.E.R.D. record back in my radio promotion days. It was just reported that Pharrell has partnered with Bionic Yarn as both an owner, investor and ambassador in the New York-based textile firm that’s developing sustainable fabrics created through recycled plastic beverage bottles. I couldn’t help but think of rapper 50 cent’s support of vitaminwater to create the “formula 50” bottled beverage. A good, but more traditional move. Pharrell is supporting technology development that will become increasingly important and can be used in several products. He said, “I’m so interested in the technology behind this, I’m also very concerned about the environment and want to make a conscious effort to make it better…Our goal is to be the go-to fabric supplier, we want to provide quality fabrics that happen to also be sustainable. We want to do everything from high-end luggage, to high-end denim, to university caps and gowns to Parks Department uniforms. It’s a plus that the fabric brings environmentalism to a whole new level”. Smart! Well done, Pharrell.
hot on elephant
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