G-Star Raw isn’t the only fashion firm clapping along to Pharrell Williams’s beat. The award-winning musician-songwriter-producer has inked a long-term deal with Adidas’s “Originals” brand to create a series of products set to launch this summer. In addition, the sportswear-maker is collaborating with Bionic Yarn, Williams’s eco-textile company, and Project Vortex to spin plastic debris from the oceans into yarn and fabric, both of which will be incorporated in several of the upcoming products.
ADIDAS = PHARRELL WILLIAMS
“Working with an iconic brand like adidas is such an incredible opportunity,” Williams, who recently announced planned collaborations with Uniqlo and Comme des Garçons, in addition to the aforementioned G-Star Raw, says in a statement. “From the classic track suit, to growing up in Virginia wearing Stan Smiths, Adidas has been a staple in my life. Their pieces are timeless. This is an exciting partnership for both me and for Bionic Yarn.”
“This is an exciting partnership for both me and for Bionic Yarn,” Williams says.
This is the first time Adidas has partnered with a designer who owns their own textile company, according to Dirk Schoenberger, global creative director of Adidas sport-style division. (Williams also runs the Billionaire Boys Club, a label he founded in 2005.) He says he hopes this will mark the beginning of a “long-lasting relationship” with the artist.
“I am truly thrilled to work with Pharrell,” Schoenberger says. “He is a pop-culture icon that never fails to inspire, not just through his musical talent and craft, but through his many other interests. He is the perfect fit for the multifaceted company that is Adidas.”