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: