Design Research - Jaywalking

Page 1

JAYWALKING

^*

~NIRVANA BARKAKOTY UGADFD LEVEL 2


STREETWEAR IN INDIA The fashion industry defines streetwear as fashionable, casual clothing worn by followers of popular culture. Streetwear goes beyond the primitive norms and typecast rules. Streetwear supply had, almost exclusively, been dominated by US, UK, and Japanese brands. As much as the ‘hype culture’ has increased the demand for the already popular streetwear brands, it has also helped in the exponential growth of the overall streetwear market and has indirectly contributed to the birth of new streetwear labels globally. Behind the overpriced t-shirts, mile-long lines at sneaker releases, and the designer logos slapped on literally everything imaginable, there's a whole lot more than meets the eye. It is an amalgamation of various subcultures. . The majority of these followers are under 30, live in urban areas, and belong to a subculture group (ex. skateboarders or hip-hop music fans). It goes far beyond low-waisted baggy jeans, hoodies and slogan T-shirts to accommodate the diversity of Indian identity. It was from this desire Jaywalking , streetwear label was born.


FOUNDER Jay Jajal, a 26 year old- artist, fashion designer, rapper, painter and an overall creative launched Jaywalking with the hope to bring a more unexpected, detail-oriented approach to casual attire. The designer behind the streetwear label Jaywalking was born and raised in Mumbai, and comes from a family of clothes makers: His father is a pattern cutter, his mother works with textiles, and his sister is a womenswear designer. “I knew that someday However,

I

would while

have

his

my

family

own

fashion

specializes

in

brand,” formal

he

says.

attire

and

traditional wedding garments, Jajal knew from a young age that he wanted to do something a little different. The

designer

has

briefly

stayed

and

studied

in

New

York,

London and Singapore where he graduated with a business degree. He even tries to bring glipmses of these places on his designs. He was exposed to many different kinds of streetwear brands there India.

and was greatly inspired to brind that aesthetic to


BRAND PROFILE Jaywalking is a street wear based fashion house. Mumbai-born Jay Jajal launched his own Indian street wear label, "Jaywalking" in 2019. The Indian brand was one of the first of it's kind to create a niche category

in

the

country.

conceptualisation,

Jaywalking

photography,

focuses

craftsmanship

on

and

construction,

working

with

artisans. The brand hopes to bring a more unexpected, detail-oriented approach

to

casual

experimentation

attire.

and

the

Jaywalking's juxtaposition

aesthetic of

Jay

is

Jajal's

deconstruction, memories

and

attitude. The fashion house covers gender-fluid, men's and women's ready-to-wear and custom made clothing. Everything is cut, sewn, and

hand-embroidered

in-house.

Jay

Jajal

even

develops

original

prints based on his own illustrations, and then applies them to pieces such as hoodies, tees, and trousers.. Much like how streetwear brands often create limited edition drops, Jajal plays with exclusivity in his own

way

too.

No

two

pieces

of

his

are

alike,

and

he

also

enjoys

working directly with customers to come up with custom creations. Moreover Jaywalking is much more than a widespread shift towards casual clothing. From the silhouettes to the fabric choices and colour designs, each apparel showcased screams eccentricity.


“ Jaywalking

is dangerous. It is

for the people who aren t scared to cross the line and prove a point. It is for the people who believe in art and culture.

'

- Jay Jajal

^*


^*


BRAND USP The fashion house covers gender-fluid, men's and women's ready-to-wear and custom made clothing

No two pieces of his are alike. Works directly with customers to come up with custom creations.

Collections have a hint of Jay Jajal's signature style of human touch and art.

Jajal works with local pattern cutters in Mumbai, and takes a more delicate approach to streetwear pieces that are often machine-made.

Caters to plus-size clothing and cause

Patchwork technique puts the waste generated by garment construction into use.


merchandise DRESSES

bottomwear denims joggers pants boy shorts

OVERALLS

OUTERWEAR topwear cropped jackets T-shirts/ sweatshirts

bomber jackets

shirts

shrugs reversible jackets


THE EPITOME OF #NOFILTER ON INSTAGRAM

THE ACCOUNT IS AN EXTENSION OF JAY'S PERSONALITY

He sells exclusively through his Instagram, and customers can scroll through the patchwork bombers and jackets splattered with paint. enjoys working directly with customers to come up with custom creations. “I do a lot of one-of-one pieces,” he says, adding that he receives most of his inquiries and orders via DMs.


EMBROIDERY BRAND AESTHETIC

PATCHWORK

HUMAN TOUCH ILLUSTRATIONS EXPERIMENTATION

DECONSTRUCTION

PAINT SPLATTER

JUXTAPOSITION TIE& DYE

PAINTINGS


BRAND AESTHETIC

Jaywalking is a gender neutral brand ranging from utility jackets , shirt dresses, cargo shorts to unisex joggers, t-shirts and a lot more.

The color palette revolves around the

designers love for contrasts and the use of every color possible. Neons alongside earthy tones are quite prominent in their collections. They use a range of materials- from reflective

fabrics

and

neoprene

to

velvet

corduroy

and

even

suiting

materials.

Collections have a hint of Jay Jajal's signature style of human touch and art. Many of their designs are inspired by the founder's paintings and illustrations which makes the brand unique and artistic. They also work with local pattern cutters in Mumbai, and take a more delicate approach to streetwear pieces that are often machine-made. They even use embroidery, paint splatter, patchwork, graphic designs as a part of its surface design. Jaywalking puts the waste generated by garment construction into use with the help of the patchwork technique.


PRICE POINT

The price range of the pieces start from Rs 3500 and goes upto 35,000. Price points begin at Rs 7000 for his pants and tops, and go up to Rs 25,000 for his custom pieces. Custom made clothing costs more as the brand works directly with customers to come up with custom creations and hence no two pieces are alike. In an interview with the SSS Magazine he says, "While I am designing , I just don't think about the amount of time it's going to take to make a particular design, or how much time is it going to take for it to sell. I am ready to wait 2 years for a pant to sell, but I'll sell for what I think it is worth. People who know the right streetwear or luxury think my stuff is super affordable. It averages to about Rs 9000 and goes onto infinity."


CELEBRITIES SPOTTED IN JAYWALKING

MEGHNA KAUR

santoshi shetty

RAJA KUMARI DILJIT DOSANJH

Ranveer singh


s- segmentation Involves grouping various customers into segments that have common needs or will respond similarly to a marketing action.

demographics

:

18-

35

age

group,

gender

neutral,

higher

socioeconomic

backgrounds.

psychographics

: They are dedicated to sustainable and eco-friendly living,

with fresh ideas and aesthetic. They are somewhat vocal and knowledgeable about their choice of fashion. They prioritize raw aesthetics and uniqueness. Moreover this group emphasises on innovation and forward-thinking.

behaviour : hypebeast, online shoppers, limited pieces.

geographical : Indian as well as global audience.

s

T

P

M

O

D

E

L


T- TARGETING

It is a brand for the Gen Z and Millennials. (Age group : 18-35) For people who wear gender-neutral clothing. Has a worldwide appeal and caters to different body types. The brand targets

people who aren’t scared to

cross the line and prove a point. Ii is for the people who believe in art and culture. The brand focuses on selecting

this

marketing

particular

efforts

are

market

targeted

niche so

that

on

which

they

can

concentrate on understanding the needs and wants of the particular market intimately.


P- POSITIONING

The brand image of Jaywalking is that it is for the people who aren’t scared to cross the line and prove a point. It is for the people who believe in art and culture. No two pieces are same and every garment is an eccentric piece of art and has a human touch to it making it unique and raw. One can find images of models from the neck down, posing in mundane settings and objects while scrolling through Jaywalking's Instagram. This is a conscious choice, Jay claims since he wanted the products to look like anyone could

own

them.,

"I

don't

use

faces

because

I

want

people

to

imagine

themselves in it. Even the models are not really professional models, they are random people. One of them is an accountant and the other is the guy who cleans my studio, no joke." Jaywalking

sells

exclusively

through

Instagram,

and

customers

can

scroll

through the patchwork bombers and jackets splattered with paint. The enjoy working directly with customers to come up with custom creations. “I do a lot of one-of-one pieces,” he says, adding that he receives most of his inquiries and orders via DMs.


CLIENTELE Jaywalking consumers are young: The youngest of the audiences are Gen Z and Millennials who come from urban and higher socioeconomic backgrounds. Social media is their top source of influence. Streetwear’s young fans think of themselves as being socially conscious, a trend that is spreading to all consumers. Customers are often rallied via social media to be the first

to

buy

anticipation

products of

a

that

are

time-limited

only

available

chance

to

buy

directly helps

from

create

a

the

brand,

tight-knit

either

and

in-store

almost

or

cult-like

online.

The

relationship

between streetwear brands and their consumers. They are dedicated to sustainable and eco-friendly living, with fresh ideas and aesthetic. They are somewhat vocal and knowledgeable about their choice of fashion. They

prioritize

raw

aesthetics

and

uniqueness.

Moreover

this

group

emphasises

on

innovation

and

forward-thinking.

As a matter of fact, streetwear fashion may be a thing for decades around the world, but it was only in 2018 that Capsule, India’s first multi-brand streetwear retailer, was launched. In a country that already has a well-established

fashion

industry,

with

close

attention

to

indigenous

arts

and

crafts,

segueing

into

an

entirely foreign genre might be challenging for some designers, but for new players in the field, this is a chance to monopolise and cater to the growing desire for streetwear, through a local medium. Jay Jajal, founder

of

Instagram.

clothing

label

Jaywalking

started

a

streetwear

label

in

2019,

selling

exclusively

through


gen z

&

millenials


SWOT analysis

S

W

uniqueness

high price point for some products

direct relationship with the customers

limited market

high quality products

relatively new

gender-neutral clothing in-house production

o

T

collaborations competitiors more stores limited customer base expansion of product line


SSS Silhouette


STYLE-LINE


SURFACE

embroidery

moss green tie-dye

patchwork

paint splatter


CHALLENGES FACED In an interview with the SSS magazine Jay Jajal

competitors

says , “the biggest challenge is our sourcing because factories

in

India

aren’t

really

exposed

to

Streetwear, they don’t understand the kind of stuff Street stykle has come to define wide genres I want to make. I manufacture everyone in-house in fashion, mostly reflecting a rebelion against currently.

Other

than

that,

I

think the guarded bastions of style. It's a sentiment

people/customers don’t really have the exposure that's filtered down to Indian streetwear labels to the right fashion as well. But I have noticed that as well. the

second

they

get

accessibility,they

are

pretty

adaptive. The biggest challenge is we don’t have a real culture here. People are adaptive to whatever Competitors of Jaywalking are : is happening in the west. If we want to be on the ~Gundi Studios map , we need to have an original, real culture of ~Bisket our own. ~Six5Six Streets ~Delhiwear ~Almost Gods


ESSAY Streetwear supply had, almost exclusively, been dominated by US, UK, and Japanese brands. As much as the ‘hype culture’ has increased the demand for the already popular streetwear brands, it has also helped in the exponential growth of the overall streetwear market and has indirectly contributed to the birth of new streetwear labels globally. What started out as a genre of clothing represented by skateboarding, surfing and hip-hop subcultures turned mainstream once luxury giants such as Louis Vuitton, Dior and Balenciaga began routinely collaborating with niche sportswear labels, giving birth to a unique ilk that set to disrupt the traditional fashion topography. Behind the overpriced t-shirts, mile-long lines at sneaker releases, and the designer logos slapped on literally everything imaginable, there's a whole lot more than meets the eye. It is an amalgamation of various subcultures.

While still in its incipient phase, streetwear is gaining momentum in India. Giving birth to a burgeoning local community and

patronage

from

the

entertainment

industry,

this

emerging

sector

indicates

multiple

new

offerings

for

the

young

consumer. While the inspiration might come from the west, there are several local factors that are leading to the inception of a local community. The growing casualisation of fashion and blurred dress codes paves the path for consumers to wear streetwear on innumerable occasions. Social media is their top source of influence. Streetwear’s young fans think of themselves as being socially conscious, a trend that is spreading to all consumers. Customers are often rallied via social media

to

be

the

first

to

buy

products

that

are

only

available

directly

from

the

brand,

either

in-store

or

online.

The

anticipation of a time-limited chance to buy helps create a tight-knit and almost cult-like relationship between streetwear brands and their consumers. They are dedicated to sustainable and eco-friendly living, with fresh ideas and aesthetic. They are somewhat vocal and knowledgeable about their choice of fashion. They prioritize raw aesthetics and uniqueness. Moreover this group emphasises on innovation and forward-thinking.


Jaywalking is a street wear based fashion house. Mumbai-born Jay Jajal launched his own Indian street wear label, "Jaywalking" in 2019. Jay Jajal, a 26 year old- artist, fashion designer, rapper, painter and an overall creative launched Jaywalking with the hope

to

bring

a

more

unexpected,

detail-oriented

approach

to

casual

attire.

The

designer

behind

the

streetwear

label

Jaywalking was born and raised in Mumbai, and comes from a family of clothes makers: His father is a pattern cutter, his mother works with textiles, and his sister is a womenswear designer. “I knew that someday I would have my own fashion brand,” he says.

Jaywalking consumers are young: The youngest of the audiences are Gen Z and Millennials who come from

urban and higher socioeconomic backgrounds. The Indian brand was one of the first of it's kind to create a niche category in the country. Jaywalking focuses on construction, conceptualisation, photography, craftsmanship and working with artisans. The brand hopes to bring a more unexpected, detail-oriented approach to casual attire. Jaywalking's aesthetic is deconstruction, experimentation and the juxtaposition of Jay Jajal's memories and attitude. The fashion house covers gender-fluid, men's and women's ready-to-wear and custom made clothing. Everything is cut, sewn, and hand-embroidered in-house. Jay Jajal even develops original prints based on his own illustrations, and then applies them to pieces such as hoodies, tees, and trousers.. Much like how streetwear brands often create limited edition drops, Jajal plays with exclusivity in his own way too. No two pieces of his are alike, and he also enjoys working directly with customers to come up with custom creations. Moreover Jaywalking is much more than a widespread shift towards casual clothing. From the silhouettes to the fabric choices and colour designs, each apparel showcased screams eccentricity aywalking sells exclusively through Instagram, and customers can scroll through the patchwork bombers and jackets splattered with paint. The enjoy working directly with customers to come up with custom creations. “I do a lot of one-of-one pieces,” he says, adding that he receives most of his inquiries and orders via DMs. One can find images of models from the neck down, posing in mundane settings and objects while scrolling through Jaywalking's Instagram. This is a conscious choice, Jay claims since he wanted the products to look like anyone could own them., "I don't use faces because I want people to imagine themselves in it. Even the models are not really professional models, they are random people. One of them is an accountant and the other is the guy who cleans my studio, no joke."


The brand image of Jaywalking is that it is for the people who aren’t scared to cross the line and prove a point. It is for the people who believe in art and culture. No two pieces are same and every garment is an eccentric piece of art and has a human touch to it making it unique and raw. Collections have a hint of Jay Jajal's signature style of human touch and art. Many of their designs are inspired by the founder's paintings and illustrations which makes the brand unique and artistic. They also work with local pattern cutters in Mumbai, and take a more delicate approach to streetwear pieces that are often machine-made. They even use embroidery, paint splatter, patchwork, graphic designs as a part of its surface design. Jaywalking puts the waste generated by garment construction into use with the help of the patchwork technique The color palette revolves around the designers love for contrasts and the use of every color possible. Neons alongside earthy tones are quite prominent in their collections. They use a range of materials- from reflective fabrics and neoprene to velvet corduroy and even suiting materials. The price range of the pieces start from Rs 3500 and goes upto 35,000. Price points begin at Rs 7000 for his pants and tops, and go up to Rs 25,000 for his custom pieces. Custom made clothing costs more as the brand works directly with customers to come up with custom creations and hence no two pieces are alike. In an interview with the SSS Magazine he says, "While I am designing , I just don't think about the amount of time it's going to take to make a particular design, or how much time is it going to take for it to sekk. I am ready to wait 2 years for a pant to sell, but I'll sell for what I think it is worth. People who know the right streetwear or luxury think my stuff is super affordable. It averages to about Rs 9000 and goes onto infinity." The designer believes a sense of relatability and authenticity is paramount to capture the audience’s attention, “Indian designers today take fashion too seriously. Personally, I don’t force meaning to my clothing. I like to maintain a sense of transparency with my customers, even during the lockdown, I constantly interacted with them via social media, answering queries, talking about bad days at work and just keeping it real, this allows them to be a part of my journey. Just like you walk differently with renewed confidence when you buy a pair of Jordan sneakers, my aim is to make the consumer feel brand new when they wear Jaywalking.”


NOITAZILAUTPECNOC


Human touch


concept : human touch As a concept, touch is ambivalent. The human touch is that little snippet of physical affection that brings a bit of comfort, support, and kindness. Physical contact is a basic human need with emotional, mental, and physical benefits. From the moment of birth, babies need to cling, suckle, and rest on caregivers. This practice forms the bonds at the heart of our familial social structure and is a key tool of survival. Even as we age, touch remains a critical component of our social and emotional growth. The release of the hormone oxytocin is another benefit of physical touch. oxytocin helps humans form emotional connection to one another and creates sensations that foster a sense of well-being and happiness. Physical touch increases levels of dopamine and serotonin, two neurotransmitters that help regulate your mood and relieve stress and anxiety. Dopamine is also known to regulate the pleasure center in your brain that can offset feelings of anxiety. Physical touch is known to improve the function of your immune system as well as reduce diseases such as those associated with the heart and blood. One study on women found that receiving more hugs from their partners led to lower heart rates and blood pressure.

For the purpose of this project, I want to work on the different aspects and affects of human touch and why it's needed. As a matter of fact, the search for extreme emotions and experiences becomes a central aspect to human touch. Human touch does not persuade the intellect, it still succeeds in shifting your view of the emotions on display. Human-to-human touch conveys rich, meaningful social and emotional sentiment. Touch provides its own language of compassion, a language that is essential to what it means to be human. People can not only identify love, gratitude, and compassion from touches but can differentiate between those kinds of touch, something people haven’t done as well in studies of facial and vocal communication. Also in the context of production of garments or accessories, the element of human touch could also mean handcrafted techniques which are traditional ways of producing beautiful products in a skillful way using hands. The final garment should reflect upon the essence of the sensuous, and the emotions felt during the experience of a human touch.


draob doom


visual board


colour board


client profile


HARVARd REFERENCING Nast, C., 2021. Jaywalking Is Mumbai’s Coolest—and Craftiest—Streetwear Label. [online] Vogue. Available at: <https://www.vogue.com/article/jaywalking-streetwear-label-mumbai-india>

[Accessed

20

September

2021].

JAYWALKING. Available

at:

2021.

"Jaywalking

is

the

extension

of

the

mood

and

personality

of

its

designer".

[online]

<https://www.jaywalking.in/blogs/press/jaywalking-is-the-extension-of-the-mood-and-

personality-of-its-designer> [Accessed 16 September 2021].

JAYWALKING.

2021.

"Size

was

a

considerable

parameter".

<https://www.jaywalking.in/blogs/press/size-was-a-considerable-parameter>

[online] [Accessed

Available 18

at:

September

2021].

JAYWALKING.

2021.

"Jaywalking

already

has

the

likes

of

Ranveer

Singh

among

its

patrons".

[online]

Available at: <https://www.jaywalking.in/blogs/press/jaywalking-already-has-the-likes-of-ranveer-singhamong-its-patrons> [Accessed 18 September 2021].


HARVARd REFERENCING

Elle

India.

2021.

7

Homegrown

Streetwear

Brands

That

Are

On

Our

Radar.

[online]

Available

at:

<https://elle.in/article/homegrown-streetwear-brands/> [Accessed 20 September 2021].

Platform-mag.com.

2021.

Jaywalking.

[online]

Available

at:

<https://www.platform-

mag.com/fashion/jaywalking.html> [Accessed 20 September 2021].

fan, T., 2021. This Mumbai-based label is shaking up the Indian streetwear scene and Ranveer Singh is a fan. [online]

Indulgexpress.com.

Available

at:

<https://www.indulgexpress.com/fashion/new-

launches/2019/apr/11/this-mumbai-based-label-is-shaking-up-the-indian-streetwear-scene-andranveer-singh-is-a-fan-14089.html> [Accessed 18 September 2021].

MissMalini | Latest Bollywood, Fashion, Beauty & Lifestyle News. 2021. 8 Kickass Indian Streetwear Brands That

Are

Here

To

Make

A

Statement

|

MissMalini.

[online]

Available

at:

<https://www.missmalini.com/2020/04/06/8-kickass-indian-streetwear-brands-that-are-here-to-makea-statement/> [Accessed 20 September 2021].


HARVARd REFERENCING JAYWALKING.

2021.

"The

human

touch

is

apparent

in

the

designs".

[online]

Available

at:

<https://www.jaywalking.in/blogs/press/he-develops-original-prints-based-on-his-own-illustrations-and-then-applies-themto-pieces-such-as-hoodies-tees-and-trousers> [Accessed 15 September 2021].

JAYWALKING.

2021.

“What

inspired

me

to

start

my

own

label

is

the

freedom

that

comes

with

it.".

[online]

Available

at:

<https://www.jaywalking.in/blogs/press/what-inspired-me-to-start-my-own-label-is-the-freedom-that-comes-with-it> [Accessed 15 September 2021].

Instagram.com. 2021. Login • Instagram. [online] Available at: <https://www.instagram.com/jaywalking.in/> [Accessed 16 September 2021].

Lbb.in. 2021. [online] Available at: <https://lbb.in/bangalore/streetwear-fashion-by-jaywalking/> [Accessed 16 September 2021].

Homegrown.co.in.

2021.

‘Jaywalking’

Is

India’s

Hottest

Streetwear

Brand

Right

Now.

<https://homegrown.co.in/article/803580/jaywalking-is-indias-hottest-streetwear-brand-right-now>

[online] [Accessed

Available 15

at:

September

2021].

Jury, F., Hunter, S., Shopping, T., 2020, F., Jury, B., up, M. and Mehta, T., 2021. How Streetwear Is Growing Into A Highly Covetable Sartorial Genre In India. [online] grazia.co.in. Available at: <https://www.grazia.co.in/fashion/how-streetwear-is-growing-into-ahighly-covetable-sartorial-genre-in-india-6785-1.html> [Accessed 25 September 2021].


HARVARd REFERENCING Psychology

Today.

2021.

The

Vital

Importance

of

Human

Touch.

[online]

Available

at:

<https://www.psychologytoday.com/intl/blog/everyone-top/202108/the-vital-importance-humantouch#:~:text=It%20has%20been%20found%20that,promoting%20emotional%20bonding%20to%20others.>

[Accessed

22

October

2021].

Healthline.

2021.

Is

"Skin

Hunger"

Actually

A

Thing?.

[online]

Available

at:

<https://www.healthline.com/health/touch-

starved#:~:text=Why%20is%20touch%20important%3F,releases%20the%20stress%20hormone%20cortisol.&text=According%20to %20a%202017%20study%20%2C%20gentle%20touch%20can%20reduce%20both,and%20feelings%20of%20social%20exclusion.> [Accessed 20 October 2021].

Greater

Good.

2021.

Why

Physical

Touch

Matters

for

Your

Well-Being.

[online]

Available

at:

<https://greatergood.berkeley.edu/article/item/why_physical_touch_matters_for_your_well_being> [Accessed 22 October 2021].

Greater

Good.

2021.

Hands

On

Research:

The

Science

of

Touch.

[online]

Available

at:

<https://greatergood.berkeley.edu/article/item/hands_on_research> [Accessed 22 October 2021]. NeuroNation

|.

2021.

The

human

touch:

A

neglected

feeling

|

NeuroNation.

<https://blog.neuronation.com/en/the-human-touch-a-neglected-feeling/> [Accessed 26 October 2021].

[online]

Available

at:



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