Good jeans: Pharrell and Jaden Smith team up for ethical denim collection
The sustainable line will be created with G-Star Raw
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FASHION fashion news
Pharrell Williams has teamed up with Jaden Smith to make a sustainable denim line. The young musician and fashion designer is head of imagination for denim brand G-Star Raw. Williams made the announcement on Instagram, where he posted a photo of the two together. “Proud to announce [Smith] as the newest member of the [G-Star Raw] family”, Pharrell wrote. He added that Jaden’s “commitment to the environment is such an inspiration”. G-Star Raw also shared a teaser trailer for the collection on YouTube. “Things are changing in the world, and we need to change with it for the better”, Smith says in the video.
The creatives both champion sustainable thinking in fashion. In February, Williams created the first pair of jeans with no water waste. Meanwhile, Jaden Smith teamed up with his superstar dad Will to found Just Water. The family-owned company sells eco-friendly bottled water. Details about Smith and Williams’s denim line will be revealed later this year.