G-Star Raw is working with Jaden Smith on a sustainable denim collection for the Fall Winter 2018 season. After the release of G-Star RAW’smost sustainable jean ever for SS18, 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.
I discovered G-Star with Pharrell, someone I respect and admire. What he recently completed with G-STAR guidelines for sustainable innovation has been an inspiration, especially with the launch of their most environmentally responsible jeans. They are at the forefront of sustainability, the best when it comes to sustainable jeans. I try to do the same with my Water JUST initiative to innovate in an area where there is much to do to improve things. G-Star is for me the perfect place to work, learn and have a positive impact on denim and fashion. – Jaden Smith
Jaden is a creator, an artist and an inspiration for the next generation who wants to have a positive impact on the world around him. He constantly pushes the boundaries in many areas: music, design and sustainability. It encourages us to continue to question the standards of sustainable innovation in the denim industry and we are honored he does now part of the large family of G-Star. – Thecla Schaeffer, Marketing Director of G-STAR RAW
The collaboration will be launched by the end of the year.
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