Stars align with ‘Skateboard P’

2015-04-12 15:00

Despite Grammy Award-winning singer and producer Pharrell Williams letting the cat out of the bag on Twitter, some Jozi A-listers turned up at Four Seasons Hotel The Westcliff on Thursday for the big announcement about the megatalented musician’s collaboration with Woolworths.

Queen of local media Bonang Matheba, rapper AKA, media personality Mel Bala and First Avenue colleague Glen Lewis, editors Zodwa Kumalo-Valentine and Aspasia Karras, designers Thula Sindi and David Tlale, music man Zakes Batwini, presenter Sinazo Yolwa and comedian David Kau were all in attendance for the not-so-surprising surprise announcement.

The event was hosted in a conference room with no seating, but guests did not stand for long, as the event got to the point fast.

Pharrell was present – through a video clip – and explained: “We are on a mission to change the world, to make a difference where we can...

“For those who believe in clean lakes, water, we want to bring together everyone around the world who cares about making a difference, like Woolworths, which understands how good businesses should do good business...”

He added that the project with Woolies would “benefit education [through the existing Woolworths MySchool programme], support food farming that goes easy on the planet and create fashion that’s not just cool, but also sustainable”.

In addition, Woolworths’ CEO Ian Moir announced that “Skateboard P” (Williams’ nickname) would also be performing at an exclusive concert – open to Woolworths customers only – during his visit to South Africa in September.

Pharrell has become the go-to sustainable fashion guy following his collaboration with the G-Star Raw for the Oceans campaign, which retrieves plastic from the oceans and transforms it into denim.

The supercool DJ Doo Wop entertained the crowd with mainly upbeat Pharrell tracks.

There was plenty of bubbly, wine and cocktails, as well as sweet and savoury finger foods.

Soon after the event, guests received an email with an image of themselves (taken upon arrival), and Pharrell’s face asking: “Are you with us?”

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