Another OT favorite, Jaden Smith, just bought a water company

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If you have seen recent paparazzi photos of Jaden Smith holding a box of water to his ear, you may have thought — not unreasonably — that the 18-year-old teen mystic was just attempting to commune with the H2O molecules, or perhaps pioneering a new brand of particularly fashionable earwear. As it so happens, he’s just been doing some stealth viral marketing for his ecofriendly water-bottle concern.

“People in Atlanta rap music videos put money to their ear,” he explains. “I just put it to my ear because I love rap music, but I wanna put out a different message.” The water-bottle business was a long time coming. “When I was 11, I told everyone I wanted to make a really sustainable water bottle for humanity,” Jaden tells me, nonchalantly. We are traipsing through the woods outside of Glens Falls, the small town in upstate New York where Just Water’s distinctive rectangular paper water bottles are sourced and packaged, before being sent off to Whole Foods and other supermarkets nationally. While the Smith family have long been listed as investors, only recently has the extent of their involvement become public; yesterday, a small group of reporters were bussed three hours from New York City to see the finished product.

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