There is an unspoken demographic system associated with the area of London you belong to and fashion is quite an easy way to distinguish between the main London areas. Take the men in the West who swarm around the bars near Kings Road in their smoking jackets with colourful pocket handkerchiefs teamed with their designer jeans and Church’s brogues or the more trendy velour slippers – the Sloans (aka the Kensington/Knightsbridge bunch). On the other side of town, the East is home to the more eclectic, creative types. The smoking jackets are replaced by perfectly tailored three piece suits (trousers rolled up on a sunny day) styled to perfection with a well groomed beard or waxed moustache and a statement jewellery like a vintage waste coat watch or a McQueen skull ring – the Hipsters (aka the East End/Shoreditch crew). If I have to pick a side, I’d have to say I’m an east end girl. Technically, I’m more of a north east girl (around the Islington/ De Beauvoir area to be precise), but this area is where I feel most at home and love.
The East End is a place of reinvention with its new thriving Tech City and blooming fashion houses. It’s the place for coffee lovers, musicians and the fashion obsessed who are effortlessly stylish. It’s also the perfect setting to introduce JAGGAR, the Australian label created by head designer, Kirsty Irwin. Jaggar draws inspiration from the model off-duty look and attempts to close the divide between high-end fashion and ready-to-wear styles. In fact, Jaggar pieces epitomise the East End moto of perfectly polished looks using quality basics such as T-shirts, denim and leather trousers. Every item is made of luxe fabrics that makes me feel amazing when worn with simple, yet sophisticated silhouettes for the ultimate chic look. They can equally be worn for the statement look at cocktail parties and can be thrown on for the much needed coffee run down the back streets of Shoreditch.
JAGGAR is coming soon to the UK so keep an eye out and also have some exciting projects with Jaggar coming so watch this space!
Photographed in the back streets of Shoreditch by Ray Chang.