The “Head of Imagination” of G-Star RAW, Pharrell Williams announced the partnership with Jaden Smith.
The jeans brand, well-known for its raw fabrics, has already proven efficiency launching its most sustainable denim jeans. Indeed, the production reduces water consumption as far as possible, and eliminates toxic substances. Now holder of the Gold Certification for its environmental responsibility, the brand will release sustainable pieces together with the coolest teen for its Fall/Winter 2018 collection. This concept, co-created by Jaden Smith might be a fashion revolution for the next generation. He is a major influence for young people in many ways, from music to style and maybe to environmental commitment.
The coolest teen inspired Pharrell Williams and now, also wants to inspire many fans: “The reason that I partnered with G-Star is because we share the same values. We’re both constantly innovating and committing to sustainability”.
The information remains abstract but the collection should be unveiled by the end of the year.