Jaden Smith to Release Sustainable Denim Collection with G-Star
19- year old Jaden Smith will be helping the environment in a fashionable way! It was announced that Smith will be the next celebrity ambassador to join the G-Star family!
On Monday (March 19), Pharrell announced on his Instagram that Smith will be joining forces with the Dutch clothing company on a sustainable denim collection for Fall/Winter 2018. The line is expected to be unveiled later this year. The “Icon” rapper explained how the collaboration came to be. “I was first brought into G-Star by Pharrell, someone who I respect and admire. What they have been doing with sustainable innovation recently has been so inspiring, especially with the launch of their most sustainable jeans ever. They are at the forefront of denim sustainability, on top of the denim game,”
“It’s the same thing I’ve been trying to do with my JUST Water initiative, so 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.” He continued.
It is apparent that G-Star’s values align with Jaden’s. The young artist co-founded the boxed water company JUST Water with his father Will Smith. According to the company website, the bottle is make mostly from paper, the cap is made from sugarcane and the bottle is 100% recyclable.
“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 explained. “He continuously pushes boundaries in multiple fields, in music, design, and in sustainability. 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.”
Photo Credit: PR Photos