Jaden Smith has already established himself as a Grammy-nominated musician, actor, and high-fashion model. However, the 27-year-old visionary is now focusing his creative energy on a more altruistic endeavor. Recently appointed as the first-ever men’s creative director for Christian Louboutin, Smith is leveraging his “I LOVE YOU” brand to tackle the hunger crisis facing Los Angeles’ unhoused population.
In a candid TikTok video shared over the weekend, Smith revealed his ultimate aspiration: establishing a permanent sanctuary on Skid Row. “My dream is to operate a dedicated building where we provide free, nutritious meals every single day—breakfast, lunch, and dinner,” he shared with his followers. Beyond food security, Smith envisions the space as a catalyst for social mobility, offering employment opportunities and fostering a supportive atmosphere.
While the project currently operates without a brick-and-mortar headquarters, Smith invited his audience to join the evolution of the brand. He acknowledged that while they are currently mobile, the long-term goal remains a fixed location that can serve as a cornerstone for the community.
This mission is an extension of the “I Love You Restaurant” food truck Smith launched in 2019, which provides healthy vegan options to the thousands of residents on Skid Row. According to the organization’s official website, the goal is to create a blueprint that can be replicated in major cities worldwide. To sustain this vision, the brand offers a curated line of apparel, including graphic hoodies and tees. Every cent of the profit is funneled directly back into the initiative, funding the mobile restaurant’s operations.
During a recent discussion with Hypebeast, Smith explained that while corporate partnerships help scale the project, the merchandise allows everyday supporters to feel a sense of belonging. “It’s about a spiritual intention,” Smith remarked. “I believe fashion serves as an outward signal of one’s character and values.”
Smith’s dedication to Skid Row is rooted in his childhood. His perspective was shaped at a young age while filming the 2006 drama The Pursuit of Happyness alongside his father. The production utilized real unhoused individuals as extras, an experience Smith says “engraved the realities of Skid Row” into his consciousness.
His broader ambition involves creating a global “matrix” of non-profits and hosting an international “I LOVE YOU” gala. “I want to build a world where we can all come together, celebrate, and actively participate in collective change,” Smith concluded.
