cleaning up our act on earth day 2015
...and our beaches, forests and the Great Wall of China too.
Earth Day began in 1970, when 20 million Americans took to the streets to raise awareness of environmental issues. Soon after, environmentally friendly laws, including the Clean Air Act, Clean Water Act and the Endangered Species Act, were passed by the US government. 45 years on and Earth Day is still going strong, with events happening all around the world and hashtags in multiple languages trending across global social media platforms all day. For 2015, there are teams cleaning up the Great Wall of China, picking litter on beaches in Lebanon and attempting to protect 25,000 acres of rainforest in Indonesia.
These clean-up events mirror the efforts of those fishing "islands" of waste plastic out of the seas and turning it into bionic yarn. This radical recycling process is revealed in our exclusive film The Age of Plastic, starring Pharrell, who co-designed a collection with G-Star that incorporates the yarn into a range of denim.