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 I would have my own fashion brand,” he says. However, while his family specializes in formal 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 and was greatly inspired to brind that aesthetic to India.
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. 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.
“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
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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
topwear T-shirts/ sweatshirts shirts
OUTERWEAR cropped jackets bomber jackets 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 particular market niche on which marketing efforts are targeted so that 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 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. 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 clothing label Jaywalking started a streetwear label in 2019, selling exclusively through Instagram.
gen z & millenials
SWOT analysis S
W
uniqueness direct relationship with the customers high quality products gender-neutral clothing in-house production
high price point for some products limited market relatively new
o collaborations more stores expansion of product line
T competitiors limited customer base
Silhouette
SSS
STYLE-LINE
SURFACE
embroidery
moss green tie-dye
patchwork
paint splatter
CHALLENGES FACED In an interview with the SSS magazine Jay Jajal 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 I want to make. I manufacture everyone in-house currently. Other than that, I think people/customers don’t really have the exposure to the right fashion as well. But I have noticed that 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 is happening in the west. If we want to be on the map , we need to have an original, real culture of our own.
competitors Street stykle has come to define wide genres in fashion, mostly reflecting a rebelion against the guarded bastions of style. It's a sentiment that's filtered down to Indian streetwear labels as well.
Competitors of Jaywalking are : ~Gundi Studios ~Bisket ~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.”
Investigate_ Innovate and Implement
brainstorming
CONCEPTUALIZATION
Human touch
https://www.businessoffashion.com/reports/retail/the-year-ahead-fashionsdigital-adoption-optimise-online-customer-experience/
https://www.wgsn.com/fashion/article/88393#page_1
Human touch
The release of the hormones oxytocin, dopamine and serotonin
Touch provides its own language of compassion
touch is ambivalent The desire for real-life human interaction has never been greater
the human touch of manufacturing becomes imprinted on the garment.
The human touch leaves a unique trace and pattern
concept note : 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-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.
concept note : human touch 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. Here the human touch of manufacturing becomes literally imprinted on the garment. As we all know human labour is essential to garment manufacturing even though this component is basically invisible in a dispersed clothing supply chain where anonymous consumption is the norm. In the present scenario of the pandemic where we are all required to follow the protocol of social distancing, the appreciation and value of simple heart-warming gestures like a handshake, a high five or a warm hug is realized. The desire for real-life human interaction has never been greater, nor has the demand for brands to do social good. From communicating ethical behaviour to creating emotive, hands-on brand experiences, the human touch is to win over today’s customer. When a piece of hand-crafted product touches our heart, we in turn inherently value the people and hours of highly skilled work behind making it. The handcrafted clothes have been touched by several skilled pairs of hands at every stage of garment making process right from farming, spinning, weaving, dyeing, printing, embroidery, cutting, sewing, ironing, packing and designing. The final collection should reflect upon the essence of the emotions felt during the experience of a human touch and at the same time have the element of the human touch being imprinted on the fabric leaving a unique trace and pattern. And thus attempt to create more of a human and emotional connection with consumers in today’s omnichannel world.
mood board
mood board
visual board
colour board
client board
experimental socially conscious emphasises on innovation and forward-thinking
Travel blogger
artistic
dedicated to sustainable and eco-friendly living
fitness enthusiast
client profile The focused client is a socially conscious woman in her young adulthood. She is dedicated to sustainable and eco-
~emphasises on innovation and forward-thinking
friendly living, with fresh ideas and aesthetics. She is vocal and knowledgeable about her choice of fashion. She
~experimental
prioritizes raw aesthetics and uniqueness and emphasizes on innovation and forward-thinking. And she loves a statement ~socially conscious
gender-neutral piece.
AGE- 21-30 years SEX- Female
~fitness enthusiast ~healthy lifestyle
INCOME- 5-10 Lakhs pa MARITAL STATUS- single/married
~artistic
GEOGRAPHICAL LOCATION- New Delhi
~Travel blogger
CULTURAL BACKGROUND- Indian
PROFESSION- Travel blogger, social Media Influencer, graphic designer, athlete, artist etc
~dedicated to sustainable and eco-friendly living
SOCIOECONOMIC STATUS- Upper-middle class
PSYCHOGRAPHIC DATA- artistic or creative fields enthusiast, ethically responsible, experimental with her choices be it in fashion or career, innovative, expressive through different forms of art etc
concept board
material exploration
linen
polyester
Linen is an extremely strong, lightweight fabric made from the flax plant
cotton Soft, breathable, and durable-Cotton can be seen from beanies, sweaters, pants, and hoodies.
PATCHWORK
Hardly any other technique illustrates the art of upcycling as much as patchwork.
PAINTINGS
The fibers are durable and lightweight. It is very wrinkle resistant. It also dries very quickly making it ideal for outerwear. Polyester fiber also take dyes (colors) easily.
exploring the techniques surface development
method of dyeing by hand in which coloured patterns are produced in the fabric by gathering together many small portions of material and tying it together.
fabric painting It allows you to customize clothes, wearable textiles, as well as fabric for upholstery and other crafts
TIE& DYE
spray paint
APPLIQUE work
paint splatter
using a needle to apply thread or yarn.s one can decorate any fabric using this craft
EMBROIDERY
Hardly any other technique illustrates the art of upcycling as much as patchwork.
material sourcing
denim cotton
polyester
plaid
Patch(=patch)work is the epitome of upcycling and an ancient method of extending the life span of textiles. If a garment was irreparable, it was dismantled and the parts still to be used – alone or in combination with other textile remnants – were reworked into something new. What was born out of necessity has now taken on a whole new significance in the face of textile waste mountains and dwindling resources.
discarded pieces of fabric found at home
trend research The expanding influence of the metaverse drives newness to youth-led streetwear via oversized and voluminous silhouettes, digital-inspired prints and #hyperbrights
Hyper-brights move on from streetwear into day-to-night #partywear. Sportswear-inspired accent colours become softer and grounded with utility greens, cool greys and #performanceblues Refreshing versions of green emerge as a key colour story, with Silvered Green, Silvered Olive and #biolime adding depth to this hue, while nodding to #elevatedutillity trends. See our #getyourgreens tag for more
Though many streetwear brands sell clothes for both men and women, female customers frequently complain in online forums and on social media about a lack of sizing, limited colour waves and feeling intimidated by what remains a predominantly male culture where misogyny is common. While brands like Nike and Stussy are making a significant push towards the women’s market — Stussy has brought on designer and influencer Jayne Min and Nike’s “The Force is Female” campaign has proved successful — the industry as a whole has a ways to go. There are signs the market is changing. In the past year women’s streetwear products grew by 38 percent compared to a year earlier, faster than the growth rate for men’s, according to Edited.
Build on core summer cut-and-sew items such as the #bralette, cropped sweatshirt and bodysuit. These #elevatedbasics act as a basis for structured bottoms such as the skort, cargo pant or #oversizedblazer Give transseasonal outerwear such as the waxed army parka a sporty twist, using technical wovens and performance blue tones
#utilitydetails- adding form and function to garments, as well as a design point of interest Tailoring focus in womenswear trickles down into youth. The #oversizedblazer is the key summer jacket, and can be worn in lieu of the mini shirt-dress A balanced assortment is key, with miniskirts, tank dresses, pull-on shorts and utility trousers paired with cropped tops and body-conscious layers, reflecting youth's approach to hi-lo style
~Effortless, lightweight technical wovens and cut-and-sew jerseys are key for an #elevatedbasics message, and will add newness to streetwear ~Reintroduce summer denim and cotton canvas materials as a way to add structure to hybrid-designed blazers, and as #modularpockets on cargo pants and utility jumpsuits
silhouette direction
RANGE DEVELOPMENT
1
2 binding is done using the same fabric,
discarded pieces of denim corset top
modesty panel in the back spiral steel boning The boning channels are also made of cotton twill.
built-in G-strings mini skirt
body fitted
relax fit
patchwork
elasticated hems
high- rise drawstring joggers
patchwork
3
4 wired bralette halter neck bralette discarded denim pieces
wired
discarded denim pieces elastic back panel
asymmetrical tie- waist mini cutout skirt
single short zip in side seam body fitted mini cutout skirt
patchwork
patchwork
5
6 tie- strap corset top corset top
modesty panel in the back patchwork discarded denim pieces
spiral steel boning
The boning channels are also made of cotton twill.
built-in G-strings
gathered waist
body fitted
binding is done using the same fabric,
mini skirt
loose-fitted
elasticated hems
high- rise drawstring joggers
patchwork
discarded denim pieces
7 corset top
oversized shirt with built-in corset
discarded denim pieces spiral steel boning
binding is done using the same fabric,
modesty panel in the back
The boning channels are also made of cotton twill.
elasticated mid-rise regular fit sweatshirt shorts
patchwork
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. 2021. "Jaywalking is the extension of the mood and personality of its designer". [online] Available at: <https://www.jaywalking.in/blogs/press/jaywalking-is-the-extension-of-the-mood-andpersonality-of-its-designer> [Accessed 16 September 2021]. JAYWALKING. 2021. "Size was a considerable parameter". [online] Available at: <https://www.jaywalking.in/blogs/press/size-was-a-considerable-parameter> [Accessed 18 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 mag.com/fashion/jaywalking.html> [Accessed 20 September 2021].
at:
<https://www.platform-
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/newlaunches/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. [online] Available at: <https://homegrown.co.in/article/803580/jaywalking-is-indias-hottest-streetwear-brand-right-now> [Accessed 15 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/touchstarved#:~: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 <https://greatergood.berkeley.edu/article/item/hands_on_research> [Accessed 22 October 2021]. NeuroNation |. 2021. The human touch: A neglected feeling | NeuroNation. [online] Available <https://blog.neuronation.com/en/the-human-touch-a-neglected-feeling/> [Accessed 26 October 2021].
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