The new project centres around Jaden and Selfridges' shared values: creativity, innovation, and sustainability, and will include a curated product selection as well as experiences both online and physically. The exclusive shop-in-shop concept together will Selfridges will feature his own label MSFTSrep as well as his collaboration with New Balance, showcasing the vegan-friendly Vision Racer sneaker. To celebrate the exclusive launch of Jaden’s MSFTSrep Fall/Winter 2021 collection and his New Balance release, he will be performing new music at The Old Selfridges Hotel on September 22. Tickets are currently available for the one-off event.