{"id":834,"date":"2015-10-06T15:15:35","date_gmt":"2015-10-06T07:15:35","guid":{"rendered":"http:\/\/www.equus-design.com\/blog\/?p=834"},"modified":"2017-08-16T11:55:59","modified_gmt":"2017-08-16T03:55:59","slug":"do-it-for-jones","status":"publish","type":"post","link":"https:\/\/eq-brand.com\/blog\/do-it-for-jones\/","title":{"rendered":"do it for jones"},"content":{"rendered":"

JONES keeps it real on the streets with a cool awkwardness, a style statement which says \u2018this is how our friends dress, so we can\u2019t be that crazy\u2019. This outsider of street fashion is exclusive in an offbeat, defiant sort of way: it will be launched in Johannesburg, Oslo, New Jersey, Edinburgh and Singapore \u2013 the cities whose initials spell out the name. Deliberately lesser known, but all spot-on for that creative mix-and-match zeitgeist.<\/p>\n

Every self-respecting designer who considers themselves a paid-up member of the \u2018hip\u2019 brigade is into street fashion, either observing it, hunting it, wearing it and, preferably, designing their own label for it too. Well, of course we tick all those boxes (ahem) so naturally we decided to design a retail fashion brand which, modelled on street fashion, imagines a group of designers under one label who pull together collections every season, based on their own wardrobes or those of their friends. So we found a group of Equus \u2018friends\u2019 whose personal style we kind of liked (with a few tweaks here and there) and put together our own collection. Called \u2018Jones\u2019 we thought it should emerge from under the radar screen too, hence the unusual cities the collections would be sourced and launched from, also the source of the name.<\/p>\n

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