Jaden Smith is teaming up with G-Star on a sustainable denim collection that is launching this fall. The announcement follows the brand’s release of their “most sustainable jean” using “first-ever Cradle to Cradle Certified™ Gold Raw for the Planet Indigo Fabric.”
The actor and artist was first introduced to the company by his friend, and brand partner, Pharrell Williams. "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,” says Smith.
Smith is no stranger to the fashion community, having appeared most recently in a Louis Vuitton campaign, but few know how committed he is to sustainability. He and his father, Will, run a sustainable water company, which sees bottles made of 82% plant-based materials and a cap made of cane sugar. Just Water, as the company is called, is dedicated to the longevity of a growing scarcity in natural resources.
Sounds like perfect synergy.