American rapper and producer, Pharrell Williams has announced that he will be collaborating with South African retailer, Woolworths.
Williams, who is well-known for the Despicable Me 2 signature song “Happy”, tweeted on Thursday that he was proud to collaborate with the retailer and concluded that he would be in the country in September.
“We want to bring together everyone who cares about making a difference. Like Woolworths. They are a global blueprint for how good businesses should do good business,” he said in a statement.
“Today we are announcing a new collaboration. To work together to uplift education in South Africa. For food farming that goes easy on the planet. And to create fashion that is not just cool, but also sustainable.”
Woolworths stated that Williams will take on the role of Style Director in a ground-breaking collaboration across a series of sustainability-focused projects.
“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 Woolworths CEO, 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.”
The retailer added that Good Business Journey is the driving force behind the partnership between Williams and Woolies, and its call-to-action for the collaboration is “Are you with us?”