This coming fall, it has been announced that Jaden Smith is doing a completely sustainable collaboration with denim brand G-Star. Over the past few years, G-Star has shown a lot of interest in sustainable fashion beginning with Pharrell Williams’s “Raw for the Planet” collection. In addition, they recently dropped their “Most Sustainable Jeans” last month. Jaden described his inspiration, “After talking to Pharrell and G-Star, I realized we all feel the same urgency and a great opportunity at the same time to delve deeper into what a sustainable garment, denim or otherwise, should accomplish. I believe this collab is a great step that brings us closer to where we want to be.”
It seems to Style Station that G-Star and Smith are a match made in heaven. Smith continued, “What G-Star has 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, to innovate in an industry where there is so much room for improvement.”
Style Station has noticed that sustainability has really been trending all across the board in the fashion industry as we see it in popular companies like Ninety Percent and Reformation. Sustainability really seems to be a passion of Jaden’s: ”These guys are at the forefront of denim manufacturing, and are creating and designing denim with a circular economy and sustainability in mind”. Jaden even mentioned that his interest in G-Star was originally sparked by singer and songwriter Pharrell’s involvement with the brand: "I was first brought into G-Star by Pharrell, someone who I respect and admire”. Williams, “Head of Imagination” at G-Star, posted to his Twitter page excited to welcome Jaden to the family. G-Star has not yet confirmed the date of the launch, but it is said to be dropping later this year and Style Station could not be more excited.
Written by: Mia Goldstein