Jaden Smith opens Selfridges pop-ups for MSFTSrep

By

Sandra Halliday

Published
Sep 23, 2021

Jaden Smith has just launched a pop-up at Selfridges in London via the clothing collective label MSFTSrep. The products are also available via the department store’s webstore and are arriving at pop-ups in the other Selfridges branches in Birmingham and Manchester Exchange Square.

The actor, activist, musician and entrepreneur has teamed up with the UK retailer “for a series of exciting launches and events” with the London pop-up being his first-ever in the city. The collection can be found in the Designer Street Room on the first floor.

The stores feature the AW21 collection of “streetwear-infused and ethically made” pieces such as organic cotton graphic tees and oversized hoodies. There’s also an exclusive-to-Selfridges capsule line (based on three core looks: a tailored suit, a snowsuit set and a hoody dress). Also included is his collaboration with New Balance, showcasing the vegan-friendly/recycled Vision Racer collection that’s also a UK exclusive for the store chain.

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In addition to this, the marketing plan includes Smith appearing at a series of live events in the three cities, including “a special performance of new music by Jaden and friends at The Old Selfridges Hotel in London – his first UK date in four years”.

He started the MSFTSrep label in 2015 with a group of his close friends and family, including his sister Willow, Mateo Arias (Téo) and Moisés Arias, and Daniel and DylAn D’Artiste.

Smith told the retailer that the label was born out of “people making fun of us, telling us that we were weirdos – in the way that we dress, the way that we talk, what we chose to talk about, what we studied”. And “somebody in my life named OmArr Rambert, who has been working with my family for a long time, was like, ‘yo, you guys should start a group called misfits.’…And we ultimately landed on MSFTSrep”.

He also said that “we’re going out of our way with this new collection to create activations wherever we are to make sure that people know that we’re accessible, that we can talk, and that we can expand the movement, and we can create things, ultimately”.

Additionally, Smith told GQ that the label has “a really strong following” in Britain.