“Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” Williams said. “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.”

G-Star is planning to incorporate Bionic Yarn into all of its future product lines.

Together with the Sea Shepherd Conservation Society’s Project Vortex, a campaign to turn plastic debris from the ocean into commercially viable products, G-Star is taking the next step in “creating denim for the future,” according to Thecla Schaeffer, the company’s strategy director.

Celebrity photographer David LaChapelle, who also made an appearance, urged the audience to not give into “apathy, hopelessness, or despair” but be “true warriors.” “If we don’t radically change the way we live, the only way we’d enjoy the oceans is here, at the Museum of Natural History,” he added.

Anti-whaling activist Paul Watson, founder of Sea Shepherd, made another poignant observation: “If the oceans die, we die.”

+ Raw for the Oceans

+ G-Star Raw