After making us jealous showing off his new Mickey Mouse Apple Watch Edition, polymath and overall nice guy Pharrell Williams is back with another philanthropic endeavour and all of our green eyed envy is forgotten. Williams has been named style director for the South African department chain store Woolworths, and will oversee a new sustainable fashion project. 

Woolworths' CEO Ian Moir said:  “Pharrell will help us make sustainability cool for the next generation of South Africans,” adding that the iconic musician 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.”

Pharrell Williams partners up with Woolworths

The collaboration includes a sustainable tshirt design compeition in partnership with Bionic Yarn, who have developed a unique technology to create clothes out of plastic waste. Williams is also set to perform in South Africa in September, and school groups will have the chance to compete for the opportunity to sing with the Happy crooner on stage.

Williams praised Woolworths as a company providing "a global blueprint for how good businesses should do good business." Adding that the collaboration is a call for everyone "to work together to uplift education in South Africa. For food farming that goes easy on the planet. And to create fashion that is just not cool, but also sustainable." Discover more in the video below.