Jaden Smith is all about sustainability, in the fashion industry and beyond. So it makes a whole lot of sense that the 19-year-old rapper, singer, and actor has partnered up with G-Star Raw‘s efforts to launch even more sustainable denim than ever throughout 2018.
The brand’s “Most Sustainable Jeans Ever” were first launched in February 2018, and are crafted from organic cotton, the cleanest indigo dying technique ever, “eco-finished” buttons, and a specially-developed washing process that recycles 98 percent of the water used. To continue its efforts, G-Star is working with Jaden for future Fall 2018 designs and developments.
“I was first brought into G-Star by Pharrell, someone who I respect and admire,” Jaden shared in a statement. “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,” he added about the brand, explaining that the company’s values are in line with his own eco-friendly brand. “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.”
Not only did Pharrell turn Jaden on to the brand, but he’s also proud to see what’s coming up next from this collaboration. “His commitment to the environment is such an inspiration,” the artist posted on Instagram, welcoming Jaden to “the family.”