Edgars brings us Jabari, their take on streetwear that provides the edge and laid-back feel of street attire at affordable prices. But what about the ethos of this brand that claims to be celebrating the notion of the come-up? Phumlani S Langa doesn't mind the clothes but feels that the myth around this brand needs growth.
Jabari is an in-store line provided by one of only a couple of remaining department store brands, Edgars. With this collaboration, the two aim to supply you with affordable and well-made streetwear. With big brands moving out of the department store into their own space or taking their shopping experience online, Edgars has had to find ways to stay in the in-store shopping race and Jabari seems to be one of their smarter approaches. Their latest range is a celebration of the come-up (starting from nothing and becoming something) and, in this spirit, it was unveiled a few weeks ago.
The clothes cater for both men and women. The tracksuit feel is trendy this year and rocking sweats anywhere and everywhere is slowly becoming acceptable. The Jabari winter range boasts laid-back bomber jackets that look a little more streamlined than they have in years past. The colours for this new season are quietening down again, and thank goodness for that.Winter is a reserved person’s season and these colours are funky enough to be considered vibrant, but they’re also understated.
The clothing looks comfortable but, when dealing with streetwear, the ethos of a brand does half the work for it, which makes it hard for newer street brands to really make an impression. Unfortunately, there isn’t enough of a myth around these clothes. What is it about being in Jabari that makes it flyer than stepping out in some Styla Gang or gripping one of the NASA jackets the kids are rocking?
They also have sneakers. Some of the kicks on display at the launch looked scuffed. Strange. They have a high-top white sneaker that looks like a Vans but with a more rugged cut. I didn’t mind the look of that so much and, as risky as it may be to say, those kicks are my pick of this range. In fact the footwear in general looked decent. The new line doesn’t scream originality and there isn’t a distinct thing about the brand, a calling card that represents Jabari and signifies a movement. That is the main requirement when creating street fashion ... What is it about what I’m wearing that will leave an indelible mark on the memory of anyone who sees me?
You won’t look tacky in Jabari but you aren’t exactly about to stunt hard in a music video or at an expensive club, at least in my opinion. Should you go out and go cop, I’d give it some serious thought first.
The sneakers come in impressive cuts and, on the whole, I think Jabari holds the sisters down a little better than they do the fellas. The women’s looks are sexy but in that, you just came from the yoga studio on your way to a hair appointment kind of way, which I thought was mad dope.
. The Jabari winter range is available at all Edgars stores