If there’s any teenager in the starsystem who has empowered youth and inspired the world with his values, that’s Jaden Smith. The designer, actor, artist, and musician, among other titles, now enters the world of Selfridges to present his own brand MSFTSrep, as well as a new collaboration with New Balance.
The artist’s MSFTSrep collective aims to “wake up the population of planet Earth” through his psychedelic MSFTS Trippy Summer collection. One that will be installed in the pop-up called ERYS PRESENTS: EVERYTHING BAD FOR YOU in the Designer Street Room at Selfridges. Within the kaleidoscopic space, a series of exclusive pieces from the capsule will be on display; ones accented by dreamlike graphics, vibrant tie-dyes, and messages that inspire us to appreciate the beauty that surrounds us.
In the MSFTSrep x Selfridges pop-up, beyond the main collection, there will be a selection of ERYS merchandise pieces, Levi’s jeans and 100 vintage t-shirts screen-printed with ERYS branding. In addition, the new project will connect ethics and aesthetics in the same imaginary focused on their shared values: creativity, innovation and sustainability. This is why Jaden Smith is also encouraging customers to donate clothes when they go to buy his new items. Those attending the launch in the Selfridges skate bowl will be asked to bring an item of clothing which Smith will then donate to Centrepoint, a charity that helps homeless young people.
The pop-up and launch party will take place at Selfridges London on 22 September. Then, will travel to Selfridges Birmingham on the 23rd and to the Manchester establishment on the 24th. There will be DJ sets, DIY workshops by MSFTSrep and, of course, the iconic Jaden Smith. Get your tickets HERE for the Manchester event before they run out. The others are already sold out.
Text by Laura Pérez
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