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A DROP IN THE BUCKET: Pharrell Williams was self-aware Friday night at the presentation for his second Raw for the Oceans collection in conjunction with G-Star and his sustainable fabric company, Bionic Yarn. Even he knew that though his denim line was environmentally friendly — taking bottles from the ocean, and creating them into high-end fabrics — it was still far from becoming a complete remedy to the waste caused by fashion.

“We’re not a solution,” he said. “We are a sustainable company. Sustainability is not a solution, it’s a dam. The real solution is finding materials that don’t cause problems that plastic causes. We are just saying we’re not adding to the problem.”

This story first appeared in the September 8, 2014 issue of WWD.  Subscribe Today.

The multifaceted entertainer introduced his collection at 23 Wall Street, where the floors, walls and ceilings mimicked water drops and the ocean. A side projection had videos of whales underwater, on loop. The music backdrop was of dripping water mixed with a hip-hop medley. This season, Williams showcased denim vests, jackets, T-shirt dresses and printed shirts with the slogan, “Happy Oceans. Happy life,” emblazoned on them, while walking through the space, 12 models following in tow.

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