G-STAR RAW AND JADEN SMITH JOIN FORCES TO RAISE THE BAR IN SUSTAINABILITY
G-Star RAW and Jaden Smith have announced a partnership to create a sustainable denim collection launching F/W 18. Coming off the back of the denim brand’s release of their most sustainable jean ever in S/S18, this collaboration sees two partners unite over their commitment to design innovation and a sustainable future. Jaden was welcomed to the G-Star family by Head of Imagination Pharrell Williams.
Jaden Smith explains in his own words, “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.”
G-Star RAW CMO Thecla Schaeffer echoes this sentiment, “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. 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 honoured to have him as a part of the G-Star Family.”
The collaboration is scheduled to be released later this year.