If there is one face that encapsulates the word 'happy', it is Pharrell Williams'. Since last year, the word has become synonymous with the singer's wide grin and over-the-top hats, dancing around to lyrics as smiley as the cheshire cat. But instead of oozing cheese, the song manages to encapsulate that jump-out-of-bed moment and create quite literally 'happy' atmospheres around the world.

Pharrell has the talent and ability to do that. He manages to get the world smiling, imitating, and talking. So no one could have been better than he to launch G-Star Raw's 'Raw for the Oceans' campaign in New York this week. Somewhat bizarrely, the singer owns a bionic yarn firm, simply called Bionic Yarn, alongside his musical pursuits and street-fashion brands Billionaire Boys Club and Icecream. The company produces a material that is completely recycled from plastic bottles, and has so far featured in the collections of Moncler, Topshop and Adidas.

And now, the entrepreneur has turned his attention to denim. He laughs at the negative associations of eco-fashionistas with 'tree huggers', before explaining the reasons for his latest collaboration: "It's for two reasons: one because the planet does need help. Y'know, our planet is sick. We people are the bloodline and there are some blockages with all the crazy things going on in the world. The second reason is that so many amazing things have happened to me. I've had some really generous and blessed harvesting. The least I can do is get to our global community and give back to the earth.''

The collection debuted at New York Fashion Week last week, to huge success. Whilst it is a bit too ghetto for our personal tastes, it definitely ticks every box in the market it is designed to break. It marks the launch of the world's first denim line made of recycled plastic, and has strengthened the plight of the underwater

As the label insists, 'Happy Oceans, Happy Life'.