Jaden Smith is to create a sustainable denim collection for G-Star RAW, in the denim’s brand latest move to push sustainability up the ranks in the fashion industry.
Announcing G-Star RAW’s collaboration with Jaden Smith on his Instagram account, G-Star RAW co-owner and Head of Imagination, Pharrell Williams said: “His [Jaden Smith’s] commitment to the environment is such an inspiration.”
Although new to designing, supporting the planet and sustainability is something that is close to the hearts of the Smith family. Alongside his father, Will Smith, Jaden Smith launched Just Water, a company that manufactures eco-friendly bottled water last year.
Just Water bottles spring water in a paper-based bottle with a cap made from sugarcane. Partnering with the city of Glen Falls, NY, Just Water bottles only excess spring water from the city, enabling the city to use the revenue to make needed repairs to an aging water infrastructure system.
Jaden Smith says: “Things are changing in the world, and we need to change with it for the better.”
Musician and designer Pharrell Williams has made it his long-term mission to make G-Star RAW a champion of sustainability since joining the company in 2014.
The N*E*R*D* frontman helped to create G-Star RAW’s “most sustainable jeans ever” made with no water waste. The jeans, which were launched last month, is 98% recyclable and made using a “clean” indigo with 70% less chemicals and no salts.
G-Star RAW acknowledge that for sustainability to succeed, each advance and innovation needs to be shared with the rest of the industry. Hence the Amsterdam-based brand have made every part of their most sustainable denim fabric open source.
By sharing this information, the denim brand have made it possible for every denim manufacturer in the world to follow in making denim fabric with zero risk for people and the planet.
The Jaden Smith collection is expected to launch later this year.
Rosa Medea is Life & Soul Magazine’s Chief @rosamedea