Pharrell Named Style Director for South African Retailer

Pharrell Named Style Director for South African Retailer

He will head design competition and promote sustainable fashion.

Published April 13, 2015

Pharrell Williams continues to make his mark on the fashion world while also raising awareness to some important environmental issues. In 2014, he collaborated with G-Star Raw and his company, Bionic Yarn, to create a collection of denim made from recycled plastic found in the ocean. Now he’s expanding his reach with his new role as style director for South African retailer Woolworths. According to WWD, Pharrell said the project will focus on getting folks “to work together to uplift education in South Africa. For food farming that goes easy on the planet. And to create fashion that is just not cool, but also sustainable.”

SEE PHOTOS: PHARRELL’S COOLEST LIDS |

The collaboration will involve a design competition in which students submit T-shirt designs for Pharrell’s consideration. He’ll then select his favorite styles to be produced and sold in Woolworths stores throughout South Africa. Winners receive a $2,000 cash prize for their design.

Pharrell will also hold a concert tour beginning in September with the Woolworths brand, and schools will compete for the chance to join the “Happy” singer on stage. Only members of the retailer’s customer loyalty program will be able to compete for the spot.

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(Photo: Jamie McCarthy/Getty Images)

Written by Dorkys Ramos

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