Pharrell Just Got a Huge Position to Help Bring Eco-Friendly Fashion to South Africa

A South African retailer hires Pharrell in hopes he can "make sustainability cool."

Pharrell has been hired as the style director for sustainability-focused projects by South African retailer Woolsworth. There's no doubt the singer, who just appeared in the debut trailer for an eco-friendly fashion documentary, is an investor in alternative textile company Bionic Yarnand won CFDA's 2015 Fashion Icon of the Year is the perfect fit for this position. 

"We hope Pharrell will help us make sustainability cool for young South Africans," Ian Moir, the chief executive office for Woolsworth, said yesterday. Woolsworth is teaming up with Bionic Yarn to create T-shirts made out of recycled plastic. Pharrell will choose student-submitted designs to be printed on the tees and sold at Woolsworth.

The singer will also visit South Africa later this year to perform with local school children in a concert for 5,000 Woolsworth customers. 

Watch Pharrell announce the new partnership below.


View this video on YouTube

[via Times]

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