G-Star Raw for the Oceans collection has won the first ever Grand Prix award for Product Design at Cannes Lions Festival, days after the denim company unveiled its new collection at trade fair Pitti Uomo earlier the week.
“The end result was the clothing itself,” commented Dan Formosa, who was present at the festival a US. judge and designer at Smart Design, “…but the entire project was more visionary.” Donghoon Chang, president of the Cannes Lions Festival Jury, described Raw for the Oceans as “the Holy Grail” of the collections. He explained how the collection stood out from the rest from the beginning, with its commitment to social responsibility and sustainability being key.
The first collection for Raw for the Oceans contains bionic yarn, which is made from plastic waste retrieved from the ocean. The collection is a collaborative project between the denim company, Bionic Yarn, Parley for the Oceans, the Vortex Project and is curated by artist Pharrell Williams. Each of the collaborators are working together to create a new collection each season which aims to help solving the growing issues of ocean pollution.