G-Star Raw is planning a follow up collection to the Spring ’18 launch of its “most sustainable jean ever.”
The Dutch brand is partnering with multi-hyphenated model, influencer and entertainer Jaden Smith for a sustainable denim collection that will launch for Fall ’18.
“Jaden is a creator, an artist and an inspiration for the next generation who want to have a positive impact on the world around them. He continuously pushes boundaries in multiple fields, in music, design, and in sustainability,” G-Star Raw CMO Thecla Schaeffer, said. “He inspires us to keep challenging the conventions of sustainable innovation in the denim industry and we are honored to have him as a part of the G-Star Family.”
G-Star rolled out the announcement with a YouTube video depicting Smith exploring its Amsterdam headquarters. The brand also shared the news on Instagram with an image of Smith and G-Star’s head of imagination Pharrell Williams with the caption, “Together, we’ll go further in our commitment to design innovation and a sustainable future.”
Smith said he was introduced to G-Star by Williams and found synergies between the brand’s sustainable initiatives and his own. Smith is an investor in JUST Water, a bottled water brand that uses bottles made from renewable plant resources.
“I was first brought into G-Star by Pharrell, someone who I respect and admire. 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,” Smith said of G-Star. “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,” he added.
G-Star introduced its most sustainable denim collection in February. For the project, the brand partnered with Pakistan-based Artistic Milliners, color solutions provider DyStar and global denim manufacturer Saitex to develop the industry-changing concept. The collection uses the world’s first ever Cradle to Cradle Certified Gold denim fabric.