Pharrell, Woolworths Team Up

PHARRELL’S LATEST GIG: Pharrell Williams seems to be every brand’s favorite collaborator these days. Woolworths, the South African department store chain, is the latest to snap up the award-winning multiplatform artist, naming him style director of a forthcoming sustainable fashion collaboration. A Woolworths spokesperson said that the partnership was a strategic one, “grounded in a strong set of shared values.” At a press conference Thursday at the Four Seasons Westcliff Hotel in Johannesburg, Ian Moir, chief executive officer of Woolworths Holdings, Ltd., said he was hoping that “Pharrell will help us make sustainability cool for the next generation of South Africans,” adding that the musician is “a global icon for social cohesion, advancement through education and environmental awareness – these same values lie at the heart of our business and form the foundation on which this partnership is built.” The collaboration includes a Sustainable T-shirt Design Competition, which is a tie-up with Bionic Yarn, a company that creates fabric out of recycled plastic waste. Design students are invited to submit designs and Williams will select his favorite t-shirts, which will then be produced and sold in Woolworths stores across South Africa. Winners will also receive a cash prize amounting to around $2,000. Williams

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