Jaden Smith joins G-Star Raw and Pharrell for new sustainable denim collection

22 March 2018
G-Star Raw is continuing its push towards being a more sustainable manufacturer of denim with its latest partnership. Jaden Smith joins the team for its Fall 2018 release.
 
"I was first brought into G-Star by Pharrell, someone who I respect and admire," Smith said in a statement. "What they have been doing with sustainable innovation recently has been so inspiring. [...] It's the same thing I've been trying to do with my JUST Water initiative, 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."
 
Pharrell welcomed Jaden to the team via Instagram post, saying, "Proud to announce @c.syresmith as the newest member of the @gstarraw family. His commitment to the environment is such an inspiration. His collection is gonna be 🔥"
 

 
There's no word yet on what exactly we can expect the collection to look like or even consist of but if Pharrell says it's going to be fire, we should probably believe him.
 
Even the G-Star CMO, Thecla Schaeffer agrees. "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," Schaeffer said in a statement. "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."
 
Rifumo Mdaka is an audiophile and technophile. When I'm bored, I watch iPhone keynotes and commercials. Read my website FDBQ Music and follow me on Twitter, @rifvmo
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