G-Star RAW has tapped Jaden Smith for a new collaborative collection of sustainable denim designs, set for launch in AW18.
The fashion brand has recently launched its 'most sustainable jean ever', made with Cradle to Cradle Certified fabric. Organic cotton, a less polluting indigo dyeing process with 70 per cent less chemicals and a campaign to promote less wasteful washing and drying techniques has won a Gold rating from Cradle to Cradle – plus famous fans.
"I was first brought into G-Star by Pharrell, someone who I respect and admire," says actor and music star Smith.
"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."
Here's Jaden Smith getting involved with denim production.