There they go again, those millennials with their economical opinions and pink hair, trying to save the planet.
Yes, we are talking about him. Jaden. Our beloved Jaden Smith. With his nonconforming to one gender outfits, iridescent hair, and badass attitude (that’s a non-sarcastic use of the word badass, too), he seems the perfect partner for G-Star RAW’s latest task for creating a sustainable denim collection.
We know he cares, he’s aware and he works hard to help. He’s one of the founders of the JUST Water initiative – and, by asking questions, about the environment, plastic and bottled water, he is helping to provide an answer.
G-Star RAW and Jaden’s sustainable denim collection is looking to be launched AW18, which comes off the back of the launch of their most sustainable jean ever this SS18.
Referring to the brand’s recent work, Jaden referred to it as, “so inspiring, especially with the launch of their most sustainable jeans ever.” Much like with his JUST Water intuitive, he wants to continue innovate. “G-Star is a great place for me to collaborate, learn, and make a positive impact on denim and fashion,” he added. You make that impact, babe.
G-Star RAW CMO Thecla Schaeffer said: “Jaden is a creator, an artist and an inspiration for the next generation. He inspires us to keep challenging the conventions of sustainable innovation in the denim industry.”
So here we have it, Jaden and G-Star proving you need to know good denim, but you also need to know good environmental and social practice. And we are so behind that.
The collaboration is scheduled to be released later this year.
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Words by Eliza Frost