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Pharrell Williams On Deck to Make Sustainability Cool for Woolworths

Woolworths and soon-to-be CFDA Fashion Icon Pharrell Williams are collaborating on a new sustainability initiative to complement the South African retailer’s Good Business Journey, its commitment to ethical sourcing, sustainable farming and social development.

AllAfrica reported that Williams has been named Woolworths’ style director and will help create a sustainable fashion collection.

“Pharrell is a global icon for social cohesion, advancement through education and environmental awareness—these same values lie at the heart of our business and form the foundation on which this partnership is built,” said CEO for Woolworths Holding Limited, Ian Moir. “We hope Pharrell will help us make sustainability cool for the next generation of South Africans and help us create a better future for our children, our country and our planet.”

With this collaboration and its call-to-action, “Are you with us?,” Woolworths hopes customers will pledge their support for the company’s Good Business Journey. The store is encouraging consumers to get involved in a series of projects, including a sustainable T-shirt design contest with a winner selected by Williams, and fundraisers for schools across South Africa.

School singing groups will also be able to compete to win an opportunity to perform live alongside Williams in front of the whole country during his MySchool concert tour of South Africa.

“We’re on a mission to change the world,” Williams said. “To call together everyone around the world who believes that a better tomorrow is possible when we all do our part… To work together to uplift education in South Africa.”