After four full years, Jaden Smith is back in London, and no one is more excited than him. In partnership with luxury retailer Selfridges, Jaden has set up a pop-up for his label MSFTSrep and to highlight his collaborative silhouette, the Vision Racer, with New Balance.
“I love London,” Jaden says and tells me about the first time he and his collective came to the UK capital in 2012. “We had a bunch of MSFTS stickers that we gave out to so many children, and they planes stuck all over town so we ended up getting fined, ”he says excitedly.“ I just took that as a good thing. I have the feeling that since then London has been a huge hub for the MSFTS movement in general. “
This time, Jaden is also accompanied by his group of friends and other MSFTS members. Harry Hudson and Teo will join Jaden on stage later that night at the Old Selfridges Hotel, in front of a crowd of fans who haven’t seen the singer in years – and they haven’t been able to go to concerts for more. one year. . The energy is at the top.
It’s not just Jaden’s music that has evolved since his last visit, but also his clothing brand and sense of style. MSFTS now has a new CEO and has moved its production to Italy, which opens new doors for the label. “We’re going to another level,” he told me. “We’ve always had these ideas of things we wanted to do that we couldn’t really do, but now we’re really able to do those things and perform at the level we want to.”
The label has grown so much and built such a large fan base that MSFTS is now able to have its own space inside Selfridges, which is no small feat, but for Jaden it means so much more. that. We talk about his work in sustainable development, his passion for the environment and his constant desire for change through his multiple companies. “I want to be affiliated with companies that are on the cutting edge of this stuff,” he says, pointing to Selfridges and Project Earth’s recycling program.
Pushing boundaries is something that comes naturally to Jaden. “We have to start somewhere and grow slowly,” he explains, adding that every time the brand creates a new collection, they try to experiment with new, sustainable materials. “What we came up with this time are these apple leather bags,” he says, showing me his own personal black apple leather tote with white graphic prints. “Apple leather production is all the rage.”
“The main inspiration behind the collection, we say, is an organized rebellion among the youth, isn’t it? This collection is for the truly awakened people. People who want to change the world,” Jaden continues, praising constantly his team for having created it. to arrive. “They are fair, they are amazing.”
Jaden is only 23 and has already built a movement based on inclusion and making the world a better place, whether through clothing or his other businesses. He sees his clothes as “symbols of the movement”, and tells me that we are the generation that will break the chain.
He also recognizes that the big brands are starting to change their practices and are listening to their young audience. “Billie Eilish just released all-vegan shoes, you know what I mean?” Her own collaboration with New Balance is also vegan. “These big companies are starting to realize, oh wow, we won’t be able to do the collaborations that we want to do unless we change our ways. Hopefully that spills over to what everyone else does.”
“I’ve had so many times with that, with the shoes, with the music, with the clothes that I really love, feeling like I’m broken by the whole process,” Jaden tells me when I ask him what advice he would give to young creatives aspiring to break into sectors such as music or fashion. “The most important thing is to believe.”
“My dad used to tell me this story about that time a brick wall fell right next to their house,” Jaden tells me. “It was completely destroyed, and he and his brother Harry had to rebuild it. They were spending all this time trying to build it, mixing cement and stacking the bricks, and their dad would tell them it was wrong and that they would have to do it again. ” It’s hard to imagine a young Will Smith spending years trying to build a brick wall, but after several summers he managed to finish it.
“If you can lay a perfect brick today, that’s fine. Don’t think about going to the moon, colonizing, Mars, just a perfect brick today. And then someday you’ll get to where you’re trying to. ‘arrive, and the brick wall will be built. “
“The winners are those who have lost the most,” he concludes. “You only see the W’s, you know? The L’s are in camera. So that’s my advice, don’t be afraid to take the L’s, because an L isn’t a waste – it’s an experience. learning. “
For Jaden, it’s all in the process. The growth of his own label reflects this, and he is excited about the future.
You can visit the MSFTS space in Selfridges, and don’t forget to take a look at the floating pyramids. “Have you checked our space yet?” Have you seen the floating pyramids? These things are sick.