Pharrell Williams is no stranger to fashion week. Rocking his now famous Vivienne Westwood buffalo hat, the super producer presented RAW for the Oceans – his latest eco-conscious fashion venture in collaboration with G-Star Raw Saturday (February 8).

RAW for the Oceans aims to reclaim littered plastic in the ocean and transform it into Bionic Yarn that will then be used as thread to make the denim of their jeans, according to Billboard. Pharrell will serve as a co-designer of the new denim line.

“Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” Pharrell said at the press conference. “Bionic Yarn is a company built around performance, and denim is the perfect category to show the world what Bionic Yarn can do. Everyone has jeans in their closet.”

Watch the joyful debut of Raw for the Oceans after the jump.