When Pharrell Williams became a major stakeholder in global denim brand G-Star, it was only a matter of time before he started tapping his friends to team up, but his first celebrity collaboration proves they need to have the same eco-warrior mentality as him.
Currently-crimson-haired teen performer Jaden Smith will co-create a sustainable denim collection of unisex and menswear pieces, set to drop in Australia in September, alongside Williams, who holds the new-age job title of Head of Imagination at the brand.
While the designs themselves are still top secret, GRAZIA has learned from the brand they will be heavily influenced by Smith’s personal style and focused on innovative denim across a range of colour-ways. There will also be an accessories element to the collection.
“The reason I partnered with G-Star is because we share the same values – we’re both constantly innovating and committing to sustainability,” says Smith, who is pictured in a behind-the-scenes teaser video for the range working at an industrial sewing machine and playing with fabric samples.
“Y’ know, they have the first pair of jeans made with no water wastage, cleanest indigo ever, 100 percent organic cotton?” continues the environmentally-conscious 19-year-old son of Will and Jada Pinkett Smith.
“It’s just 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.
“G-Star is a great place for me to collaborate, learn and make a positive impact on denim and fashion.”
“For me, this is an educational process. I’m learning and I want to take my fans with me on that ride with me because education and creation go hand in hand. In 2050 there will be 50 million climate refugees and that’s gonna be something that the next generation is going to have to singlehandedly take on… For all these problems that we’re faced with we’re gonna have to create a lot of solutions in the near future.”
“For me, everything that I do is a call to the youth: keep going, keep being inspired, keep inspiring others and always continue to create.”
The Jaden Smith + G-Star Raw collaboration will be part of the Autumn/Winter 2018 collection dropping in September.
WATCH: JADEN SMITH SPEAK OF HIS G-STAR COLLABORATION