Watch: Ikiré Jones Weaves a Tale of Black Excellence
A fashion house sells clothes, but more importantly it sells a narrative - a fantasy.
They weave stories of perceived luxury, prestige and heritage into each piece of clothing. A narrative that we immediately, knowingly or unknowingly, further the moment the clothing adorns us.
Enter Philadelphia based menswear line Ikiré Jones, the baby of lawyer turned designer Walé Oyéjidé and tailor Sam Hubler.
Ikiré Jones, Ikiré is Oyéjidé's father's hometown in Nigeria and Jones' is his American wife's family name, sells us a narrative, too.
With each season comes a new fantastical tale with their clothes and accessories. At the heart of each of these intricately crafted stories is Black Excellence - partially to counteract the current narrative and partially because why not.
Oyéjidé ensures their stories are as beautifully crafted as their clothes and this extends to the making of the clothes as well. Oyéjidé charmingly describes their processes and manufacturing on their site saying,
"We make clothing for adventurous people. It is a common-enough goal, but one rarely accomplished with elegance. We are proud of what we do, because none of it is done in the shadows. Whereas, the industry norm calls for dungeon-like conditions to house faceless workers who have been left with little choice but to accept subservient wages while shoveling mediocre products out the door, our textiles are designed with our daughters playing at our feet. Our sport coats are tailored while our mothers look-on and fuss on the rare occasion that we miss a detail. Our scarves are concocted while our wives remind us that not missing dinner with family is more important than almost everything else."
Check out their mini-film below!