Is Jaden Smith the Millennial Hollywood Poster Child for Sustainability?

G-Star Raw x Jaden Smith - Publicity - H 2018
Courtesy of G-Star Raw

Smith and G-Star Raw co-owner Pharrell Williams are going green (and we're not talking hair here).

Is Jaden Smith morphing into a Pharrell Williams mini-me? The Twitter-verse seems to think so. They both rock an over-the-top, “no rules”-style game along with buzz cuts in an ever-changing array of colors (the likeness has become so uncanny that some people actually mistook Pharrell for Smith at last month’s N.E.R.D. halftime show during the NBA All-Star Game). Now, Williams has recruited his 19-year-old pal to collaborate with G-Star Raw (the Amsterdam-based brand that Williams has co-owned, serving as head of imagination since 2016) to create a sustainable denim collection for fall 2018.

This collab follows on the heels of what G-Star dubbed its “most sustainable jean to date” for spring 2018. Launched Feb. 15, the G-Star Elwood RFTPi jean was crafted from the first Cradle To Cradle Products Innovation Institute gold-level certified indigo fabric made from 100 percent organic cotton grown without any pesticides or synthetic fertilizers, and eco-finished metal buttons were swapped in for all rivets and zippers for ease of future recycling. With Dystar and Artistic Milliners, G-Star also has created the cleanest indigo technology formulated to date, which uses no salts and 70 percent fewer chemicals.

"I was first brought into G-Star by Pharrell, someone who I respect and admire,” said Smith in a press statement from G-Star Raw. “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. 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. G-Star is a great place for me to collaborate, learn and make a positive impact on denim and fashion.”

Smith and his dad Will are investors in Just Water, a business that packages pure spring water in 100 percent recyclable paper and plant-based plastic bottles.

There has been a growing push for sustainability in the fashion industry. Thanks to efforts by the Global Fashion Alliance, 64 companies (including Gucci, Balenciaga, Stella McCartney and the rest of luxury conglomerate Kering’s stable along with Zara, Eileen Fisher, Reformation, ASOS and Target) submitted plans in January for increased sustainability by 2020.

According to G-Star Raw, the Smith collab collection will be released later this year.