Pharrell Williams has stepped into the lucrative world of children’s school supplies.

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The creative’s i am OTHER collective has teamed up with the school-supply company Yoobi to create a limited edition back-to-school collection launched as U.S. students gear up to wave goodbye to their summer.

He told ‘Billboard’:

For us, we’re betting on the future, and Yoobi is giving us a really good opportunity to do that by not only giving them school supplies, but making sure these school supplies also have a really good and powerful message of individuality, the importance of individuality, the importance of creativity, the importance of homing in on being curious.

50 designs in the collection were designed by children who have done their part to help Williams place several educational items in classrooms across the country.

We’re just living in a generation where things are changing and we need to make sure the right minds are doing the changing. This was the quickest way to ensure that the odds are in our favor in our future: was to talk to the future, and that’s the kids.

On why his brand is named I Am Other:

When you are other, that sort of denotes that you’re one of many, and that’s the beginning of people coming together, galvanizing. There’s a lot going on in the world right now. There is a wind going around the world not just in America, but in the U.K., when you look at Brexit, or when you look at Poland, or when you look at what’s going on in Germany, what’s going on in France, what’s going on in Austria. There is a divisive wind in the air, and there are certain people who know how to fly their kites brilliantly in that wind.

Enlightening.

Source.

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