Founded by Jaden Smith, Willow Smith, and Moises Arias in 2012, MSFTSrep (pronounced “misfits rep”) began as a youth movement — a blend of streetwear, art, and social consciousness. The brand rejects conformity and embraces individuality through design and messaging rooted in freedom, science, and spirituality. MSFTSrep has collaborated with global retailers like Selfridges, G-Star RAW, and New Balance, positioning itself as a bridge between fashion and counterculture. Jaden Smith leads creative direction, turning the label into a broader lifestyle entity spanning clothing, music, and cultural activism. More than a brand, MSFTSrep represents a mindset — a community of forward-thinking creators reshaping how fashion intersects with philosophy and youth identity.