Fashion

G-Star Raw and Jaden Smith Raise the Bar on Sustainability of Denim

G-Star RAW and Jaden Smith have partnered to create a sustainable denim collection for the Autumn/Winter 2018 season. While the brand has just launched, in the Spring/Summer 2018 season, the most eco-conscious jean its story: a model crafted in the very first G-Star fabric, Raw for the Planet Indigo, Gold certified by Cradle to Cradle, this collaboration allows two partners to unite around their commitment to innovative design and a sustainable future. Pharrell Williams, Head of Imagination, welcomes Jaden into the G-star family.

As Jaden Smith explains, “I discovered G-Star with Pharrell, a person I respect and admire. His recent achievements with G-STAR in sustainable innovation have been inspiring, especially with the launch of their most environmentally responsible jeans. They are at the forefront of sustainability, the best when it comes to durable jeans. I strive to do the same with my JUST Water initiative to innovate in a sector where there is a lot of work to be done to improve things. G-Star is for me the perfect place to collaborate, learn and have a positive impact on denim and fashion. ”

Thecla Schaeffer, G-STAR RAW’s Marketing Director, shares this feeling: “Jaden is a creator, artist, and inspiration for the next generation who wants to make a positive impact on the world around them. He constantly pushes the boundaries in many areas: music, design and sustainability. It encourages us to continue challenging the standards of sustainable innovation in the jean industry, and we are honored to be part of the larger G-Star family. ”

This new line from G-Star Raw will be available towards the end of 2018.

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