Following on the heels of its "Most Sustainable Denim Ever" release, G-Star Raw is preparing to launch more sustainable denim for Fall 2018, this time in partnership with Jaden Smith. The multi-hyphenate teen says he first became interested in the brand because of Pharrell's involvement with it.
"I was first brought into G-Star by Pharrell, someone who I respect and admire," Smith said in a statement. "What they have been doing with sustainable innovation recently has been so inspiring... It's the same thing I've been trying to do with my JUST Water initiative, to innovate in an industry where there is so much room for improvement. G-Star is a great place for me to collaborate, learn and make a positive impact on denim and fashion."
Smith is, of course, no stranger to the world of fashion. At 19, he's already appeared in ad campaigns for Louis Vuitton, made waves on the Met Gala red carpet, been the lead voice actor in the stylish anime-inspired cartoon "Neo Yokio" and been a cover star for magazines like Vogue Italia and Interview. And having co-founded JUST Water, an eco-friendly water bottle company, with his dad Will Smith, Jaden already knows a thing or two about environmental issues. It seems fitting, then, that Smith would get involved with G-Star, which has been pushing the boundaries of sustainability in denim for years.
"These guys are at the forefront of denim manufacturing, in the world, and are creating and designing denim with a circular economy and sustainability in mind," Smith said via email. "That's why I'm really proud of the collection we're working on together."
We know it will be a denim collection set to launch this fall, but beyond that there's no word yet on what exactly to expect from the collaboration, though both parties seem understandably excited.
"Jaden is a creator, an artist and an inspiration for the next generation who want to have a positive impact on the world around them," G-Star CMO Thecla Schaeffer said in a statement. "He inspires us to keep challenging the conventions of sustainable innovation in the denim industry and we are honored to have him as a part of the G-Star Family."