Only 25 in age, yet Jaden Smith, a talented actor, and musician, is an aspiring young entrepreneur. In the 2010s, he launched his clothing brand called MSFTSrep, which he co-leads alongside his sister, Willow Smith, among others. The brand garnered attention for its fashionable designs. Interestingly, an aspect not widely known about his brand is its commitment to sustainability and embracing individuality. A thought process that he picked up from Tesla and Twitter boss, Elon Musk.

The son of Hollywood giants Will Smith and Jada Pinkett Smith, he is a visionary entrepreneur. To cater to his vision, he shifted MSFTSrep’s studios from Los Angeles to Milan, Italy, to ensure the well-being of the workers. In a phone call with WMagazine in September 2021, he said “We want to begin to set trends within the fashion industry, the way Elon Musk has done in the electric car industry—he’s making all of these car companies switch over to electric.” He wants MSFTSrep to set trends and make sustainability a standard in the fashion industry.

“I want to take old clothes and print on them instead of creating more clothes,” he added. Jaden Smith’s vision was to make sure that people can donate their old clothes, instead of destroying them and “putting CO2 in the atmosphere”. He also shared how he was trying to create a new status quo within the fashion industry so that other brands “can be inspired by what we’re doing.”

He also stated that MSFTSrep had become more professional and sustainable after moving to Italy. However, it still retained its rebellious and counter-cultural style. The Fall 2021 collection featured office or classroom uniforms with geometric, punk, and occult-inspired prints. Smith said the brand reflects his and his co-founders’ vision for a better world.

He also carries this vision ahead, even today, with his many plans.

How Jaden Smith lived up to his commitment to sustainability

In his efforts to step up sustainability, MSFTSrep utilizes a cruelty-free line of accessories. The brand uses eco-vegan ‘leather’ for its tote bags and plans to use ‘apple leather’ in the future. The Karate Kid actor’s goals for his brand include having a full line of Apple leather products, recycling old clothes, donating unsold clothes, and reducing CO2 emissions. He wants to create a new status quo and inspire other brands to follow his example.

The musician also launched several initiatives and collaborations that reflect his eco-conscious vision. He partnered with Samsung to create a limited edition collection of Galaxy accessories made from recycled and renewable materials. Jaden Smith also operates a sustainable water business and a vegan food truck that feeds people healthy meals on Skid Row. Furthermore, Smith’s fashion and business standpoint seems all set to transform the fashion industry.

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