A major retailer is counting on Pharrell's cool factor to help spread the word of sustainability to young people in South Africa. Woolworths department store appointed Skateboard P as the style director for eco-focused projects, like the upcoming t-shirt design contest.
Williams will not only be the face of the initiative, he will perform at a concert for 5000 Woolworths customers in South Africa this September, and will select the winning t-shirt designs –– made out of recycled plastic waste –– that will be sold in Woolworths stores.
The multinational retailer also plans to double its investment in South African schools to $8.3 million as part of the roll out.
Pharell's fashion collaborations seem to grow by the day since he launched his own Billionaire Boys Club and Ice Cream. He was named the CDFA's 2015 Fashion Icon of the Year, has lines with adidas and Uniqlo, and will soon star in a short film for Chanel.
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(Photo: Theo Wargo/NBC/Getty Images for 'The Tonight Show Starring Jimmy Fallon')