Pharrell Launches New Nature-Inspired Jeans To Raise Awareness

In the spirit of New York fashion week, G-Star Raw and co-owner Pharrell Williams have previewed their latest line of jeans: the G-Star Elwood X25 ‘Earth Colours’ Collection. However, there’s more to these new threads than pure fashion; these are jeans for a cause, featuring prints of endangered species to help raise awareness of their plight.

The event, held in New York, was launched at the G-Star Raw Chelsea store, which was re-designed to look like a vintage laundromat. Called the ‘G-Star Mat’, the launch featured 25 different washing machines showcasing the 25 unique prints.

Pharrell Williams (left) with Philadelphia rapper Black Thought (right) at the NYFW G-Star launch. Photo Credit:

The new prints range from various different endangered species including poison dart frogs, leopards, butterfly fish and great white sharks. The eye-catching designs were created in the hopes of starting a conversation about endangered animals. Pharrell also mentioned that his main focus for this collection was individuality and unique creations. The new collection also features pieces inspired by different designs from around the globe, such as Indian Paisley, Scottish tartan and Japanese kimono prints.

This isn’t the first time Pharrell has made a stand on environmental issues. Back in 2015 Pharrell voiced his concerns about climate change with ex-vice president Al Gore, aiming to resurrect the ‘Live Earth’ musical festival,  which debuted globally in 2007 to raise awareness about global warming. The 2015 event aimed to showcase over 100 music artists in seven different shows around the globe. Each concert was also set to be televised on a global scale, reaching over 2 billion people through 193 different broadcast services. Whilst the monumental plans didn’t come to fruition quite as envisioned, it hasn’t stopped Pharrell continuing to draw attention to environmental issues.

Of this recent fashion venture Pharrell said

“the 25 prints are an expression of true creativity. They give the wearer the freedom to choose for them, and by doing so, empower them to decide what they want to be and what they want to wear”.

Pharrell clearly roped in several buddies to wear the cause, with big name hip-hop stars such as New York rapperJoeyBada$$ ,Desiigner, D.R.A.M and Jaden Smith showcasing the new designs.

Pharrell Williams (centre) with guests at the launch for the G-Star Elwood X25 ‘Earth Colours’ Collection. Photo Credit: G-Star Raw

The new  ‘Earth Colours’ line will be released in G-Star Raw stores, G-Star Raw retailers and online on Monday the 16th of October.