Jaden Smith is a singer, rapper, model and actor but his visions have led him to be so much more. As an environmental entrepreneur and convention defying artist, he pushes the boundaries of what it means to be a celebrity.
I first came across Jaden Smith as an actor, alongside his dad, Will Smith but also in many other films like The Karate Kid (2010). However, I was most impressed by the phenomenon “Jaden Smith” when I heard about his collective art Brand MSFTSrep, founded by him, Willow Smith and Harry Hudson.
In 2015, Jaden Smith describes in a video what the brand stands for:
“MSFTSrep – short for Misfits Republic – could be looked 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.”
Before his music made an impact on his fans, Jaden Smith created a brand, a lifestyle that attempts to push further the boundaries of Art and celebrates pure individual expression of the self through art, fashion, education or music.
MSFTS is much more known through the gender-neutral clothing line the brand promotes. It gives a voice and credibility to people who feel the need to be gender-neutral and challenge conventions.
However, lately, Jaden Smith has been celebrated by his fans and environmental protectors because of his engagement to help preserve the environment.
His dedication for the reduction of greenhouse-gas emissions enabled the foundation of Just Water, a company that seeks to produce environmentally conscious water bottles and pay back the community as the money is used to improve water infrastructure; but with the water crisis in Flint, Michigan, Jaden Smith joined efforts along with companies such as Rethink H20 and 501CTHREE to provide a clean water filtration system so as to make tap water safe to drink again. The innovative system is called the Water Box and it will clean the water from lead contaminations and other chemicals.
Jaden Smith’s company Just Water is also working on a more longterm solution that will provide permanent clean water to the people of Flint.
Artists like Jaden Smith are important because they provide a voice and a space for minorities that struggle to express their narratives through fashion, art or music. However, more importantly, his dedication for the environment is crucial to provide awareness of the various problems that are directly linked to our lifestyle: “my ultimate goal is to move through the entire spectrum of consumer goods and eliminate plastic, one product at a time.”
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