Keeping up with the Smiths: Just Water launches in the UK

Will Smith for Just Water [pic: Instagram.com/just]

Have you seen those bizarre photos of Will Smith apparently moonlighting in Boots? It turns out it's all to promote the launch of his son Jaden Smith's 'ethical' water brand Just Water in the UK.

The still spring water comes from Co. Antrim, Northern Ireland and is bottled at source in recyclable packaging – the bottle is 'mostly' made from paper from sustainably managed forests and the cap is made from sugarcane, according to the brand.

Just Water UK launch

Jaden Smith is something of an eco-warrior (he collaborated with G-Star RAW on sustainable denim and is part of ELLE's September issue) and Just Water reflects that – apparently its carbon emissions are 74 per cent less than standard plastic bottles, for instance.

However, the website's blurbs admits that its product 'isn't a perfect solution – yet. But it is a step in the right direction.'

In the meantime, Just Water has just launched in Whole Foods and Boots, where presumably dad Will has now finished his shift.

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