Jaden Smith
via Instagram / Jaden Smith

As co-owner of fashion brand G-Star RAW, super producer Pharrell Williams has announced that rapper/actor Jaden Smith will be collaborating with the company on a new line of sustainable denim.

News of the union came after the release of Pharrell’s “Raw for the Planet” collection and continued through the brand’s “Most Sustainable Jeans” launch that took place last month.

Jaden told Teen Vogue: “After talking to Pharrell and G-Star, I realized we all feel the same urgency and a great opportunity at the same time to delve deeper into what a sustainable garment, denim or otherwise, should accomplish. I believe this collab is a great step that brings us closer to where we want to be.”

On Twitter, Pharrell made the announcement, saying: “Proud to announce @officialjaden as the newest member of the @gstarraw family. His commitment to the environment is such an inspiration. His collection is gonna be 🔥.”

Jaden’s decision to work with G-Star is due entirely to the fact that the brand’s values mirror his own. “What [G-Star has] been doing with sustainable innovation recently has been so inspiring, especially with the launch of their most sustainable jeans ever,” he said. “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.”

Although sustainable fashion has recently become a widespread practice in the industry, G-Star has long-since fought to showcase the importance of ethically-made clothing, and thanks to genius ideas and collab efforts, shows no signs of slowing.