The South African retailer Woolworths, also affectionately known as “Woolies,” has confirmed a ground-breaking partnership with Grammy Award-winning musician, record producer and philanthropist, Pharrell Williams.

Williams takes on the role of Style Director in a  collaboration across a series of sustainability-focused projects. The partnership is a strategic one, grounded in a strong set of shared values.

The Woolworths Good Business Journey is the driving force behind the partnership between Williams and Woolies. Launched in 2007, Woolies’ GBJ is a commitment to ethical trade, sustainable farming and production methods, and social responsibility. The call-to-action for the collaboration is “Are you with us?” and it asks customers to pledge their allegiance and support for the Woolworths Good Business Journey.

Check out the video below:

https://www.youtube.com/watch?v=AQiejtmXOeY