US hip-hop artist and activist Macklemore has partnered with Columbia Sportswear to help raise awareness about the environmental impact of perfluorinated compounds (PFCs).

The Thrift Shop hitmaker features in the brand's latest campaign for the OutDry Extreme ECO jacket, made from environmentally-friendly, waterproof, breathable material. Woody Blackford, Columbia Sportswear's VP of Innovation and Design, commented 'We set out to make the greenest, highest performance jacket in the world. Manufacturing the jacket without relying on PFCs was a critical step, but we went even further by building it from recycled bottles, using recycled trims, and keeping more than 13 gallons of wastewater out of the process by going dye-free'.