London, Manchester & Birmingham; and worldwide at Selfridges.com SEPTEMBER 2021.
Selfridges and fashion designer, artist, musician, brand founder, entrepreneur and activist, Jaden Smith will begin a long-term partnership this September. The project, which will touch product, performance, and new ideas across every Selfridges store, is founded in friendship, shared values of creativity, innovation and sustainability.
Through a relationship that will evolve in real-time, Selfridges builds on a rich heritage of genuine friendships – which have resulted in some of the most electrifying and unexpected moments in modern retail. From a carpark rave with the master Rick Owens to A$AP Rocky’s NYC Bodega, the Mothership by visionary Dame Pat McGrath, a life drawing class with Kim Kardashian and Michele Lamy’s iconic boxing ring – Selfridges’ friends have helped to define the zeitgeist moments that shift what shopping means to people.
For part one of this unique partnership, Selfridges will share Jaden’s point of view via curated products and experiences in London, Manchester, Birmingham, and at Selfridges.com. Three exclusive shop-in-shop concepts will open – from brands where Jaden holds creative director, brand ambassador and founder roles: at fashion brand MSFTSrep, and New Balance (spotlighting the vegan-friendly New Balance Jaden Smith Vision Racer collection). Each will celebrate creativity and innovation as a means of self-expression and a way to inspire positive change.
“Jaden’s energy and his community-focused way of thinking has inspired new ways for us to connect with visitors to Selfridges. Together, we are exploring creativity through the lens of innovative production processes and new models. I’m so proud to welcome Jaden to the Selfridges family, and to see what can be achieved when friends come together.” says Sebastian Manes, Selfridges Executive Buying Director.
Notes to Editors:
About Jaden Smith:
Jaden Smith is a fashion designer, multi-hyphenate musician, actor, entrepreneur, activist and much more. His third full-length album project, CTV3: Cool Tape Vol. 3, which dropped in August of 2020, is a feel-good, summertime album more rooted in psychedelic sound than the hip hop/rap sounds of his first two albums. The album has since reached over 250 million global streams to date, featuring Jaden’s singles “Cabin Fever” and “Rainbow Bap,” as well as “Falling For You” with Justin Bieber. Jaden also just announced his upcoming CTV3 Day Trippers Edition album which is set to drop later this year. Jaden has spearheaded many initiatives within the past year, which include the I love you restaurant, cofounder of Just Water, and 501CTHREE his award-winning water security project that provides innovative and sustainable water filtration systems for communities that lack access. He has also partnered with New Balance on their limited edition “Vision Racer” sneakers and launched “The Solution Committee,” a Snapchat miniseries spotlighting work by young activists. Jaden is also the creative director of MSFTSrep Fashion Label.
MSFTSrep is a collective of individuals dedicated to raising the consciousness of humanity through art and science. MSFTSrep – short for MSFTS republic – could be looked at, in simplest terms, as a creative work force dedicated to supporting and waking up the population of planet earth, through attaining knowledge and personal growth. But even that puts it into a box. Anything that could be put into words puts it in a box, because MSFTSrep is more of an expression rather than an explanation.
The Fall/Winter 21 collection is a symbol of organized rebellion within the youth and designed to evolve consciousness and the way you see clothes. The “Untitled” collection focuses on three distinct core looks including a tailored suit, a hoodie dress, and a snowsuit set. The new collection was designed as a hybrid of tailoring, workwear and streetwear. The clothing references snow, surf, and skateboarding culture, and were made with the intent of being versatile.
About the New Balance Jaden Smith Vision Racer collection:
Global athletic leader New Balance, in collaboration with brand ambassador Jaden Smith conceptualized, designed and developed a new silhouette, the vegan-friendly New Balance Jaden Smith Vision Racer. The New Balance Jaden Smith Vision Racer merges classic New Balance design with Jaden’s unique, bold, fashion-forward aesthetic for a new silhouette that pushes the boundaries for sustainably-led footwear at New Balance.
Taking cues from Jaden’s favourite New Balance models, the sporty X-Racer and classic 1700, the NB for Jaden Smith Vision Racer merges classic New Balance design with Jaden’s contemporary aesthetic. Recycled content materials are used in the synthetic and textiles used in the upper and lining, as well as in the insole and midsole. The Vision Racer is part of New Balance’s larger sustainability initiatives in which the brand is committed to a healthier planet by reaching several sustainability milestones between now and 2030.
The NB for Jaden Smith Vision Racer incorporates:
Midsole with EVA Regrind: the midsole includes 5% EVA regrind, alleviating a potential waste stream.
Partially Recycled Insole: The dual density insert consists of a foam in a heel carrier. The insert foam is made of a combination of 6% castor bean oil, 15% recycled foam, 5% recycled rubber, and 74% virgin PU. The heel carrier is made from 98% post-production leftover foam and rubber.
Recycled Content Upper Synthetics: Synthetic leather is made from PU layered onto a thin polyester base and is an alternative to traditional leather. The thin polyester base in these synthetic leather upper pieces is 60% recycled.
Recycled Polyester: The upper textile, upper lining, and tongue textile are made of 100% recycled polyester. Recycled polyester used on the Vision Racer comes from post-consumer plastic rather than oil.
About New Balance
New Balance Athletics, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. Manufactured in the U.S. for more than 75 years and representing a limited portion of our U.S. sales, New Balance MADE U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns and operates four factories in New England and one in Flimby, U.K. New Balance employs more than 7,000 associates around the globe and in 2020 reported worldwide sales of $3.3 billion. To learn more about New Balance, please visit www.newbalance.com and for the latest press information please visit http://newbalance.newsmarket.com.