The Rise and Rise of Tokyo James
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- เผยแพร่เมื่อ 5 ก.ย. 2024
- Tokyo James is one of the biggest fashion companies to come out of the African content in recent years; and for good reason too, with solid marketing, an interesting aesthetic and a clear evolution in design, the brand has been so exciting to watch. However, the journey has not been easy. Tokyo James had to fight abundant homophobia and racism along the way, that, though it couldn't have been easy, has made his triumph in the industry all the more awe inspiring. A great brand and a great person.
#fashion #tokyojames #branding
Beauty Channel: / @underskinyt
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We love a understitch video, great cometary on brands we love or don’t know of
It's awfully sad that London and Milan accepted his work more warmly than his native continent.
right??
It was so heartbreaking to research. He is such a talented designer, and I cannot ignore that he made his start in Lagos, so it was so important in the time needed to create his brand aesthetic, but I do wish the reception had been warmer to his work
understitch is as high quality as it is underated
Thats so kind, thank you so much for coming to the premiere 💪
this is the exact type of educational content that i've been searching for recently. i absolutely love your videos and i can't wait for more. pls do iconic designer Hanae Mori if you have the time ♥
Im so happy that you enjoy m y content! Thank you so much for watching, and Hanae is super important! She is already very firmly on my list
As much as I love Threaduaction, I love Understitch even more covering upcoming brands like Tokyo James & Whodecideswar gives other designers/brands inspiration on how to plan their brands roll out throughly.
Also the consistency, hopefully it stays like this
I absolutely adore Threaducation, Im not into the music scene whatsoever so his knowledge of that really impresses me with his style breakdowns, top tier creator
love understitch for their in depth documentation allowed me to learn more about the world of fashion❤
Im so glad you liked it, thank you for watching 💕
Thank you for doing contextual research on Nigeria this is refreshing to see, I would just like to say that the g in Igbo is silent
Oh thank you so much, I didnt know 🙌
Another banger! Thank you understitch, for expanding my awareness and knowledge of interesting designers. You are so thorough and conscious of context when communicating about what is significant about a fashion brand.
Im so glad you like the video and my content in general, thank you for commenting 🥳
Always have been a fan and his collections should be more received worldwide ❤❤❤❤❤
I agree, hes so talented and actually his clothes are nicely well made
This channel deserves love and support from fashion enthusiast 🥰 love love your video and your channel.
Please, in the future you explain about chitra subiyakto, she's an indonesian designer who create a slow and sustainable fashion brand called sejauh mata memandang (she also deserves a love and recognition, especially to international audiences who loves batik) 💜
Note: pardon for my english 🙏🏼
Please don't worry about your English! It's better than my Indonesian! Thank you so much for commenting ^^
@@understitchYT ayeeeee you're welcome and thanks for gaining my confidence 🥰💜
Hey, just a slight correction, the map of Nigeria is inaccurate. No fault of your own. Nigeria has over 300 ethnic groups and without that context, Iniye may have sounded like he said there were only 3 and that must have influenced your research and, some uninformed person has created the map and made it available online but, it's a much more complex divide than that. No map I've found does it enough justice but, there are better ones. I hope I'm not coming off as harsh but, being from one of the minor groups myself, that map stung a bit.
I absolutely will give Iniye the racism for sure as largely, that absolutely is a problem for all African designers across the continent. I cannot get into how frustrating it is that African designers who are doing truly ground breaking and amazing things do not get even 0.01% of media attention as they should as that would take up your entire conment section.
However, (without disregarding his experience with homophobia) I think the brand also wasn't a good fit for the market because they weren't designing for the market. Yes there are some rich Nigerians but, they are a very very small percentage of the population. The average Nigerian wouldn't be able to afford his pieces. Similar Nigerian brands like Orange Culture and Emmy Kasbit anchor their success on celebrity influence and international stockitsts which take time and honestly connections. They also stock womenswear and that is a massive chunk of the fashion market in Nigeria.
Growing up predominantly in the UK, I think maybe created a disconnect between him and his target market. I don't think it's a coincidence that his brand is doing better now it has moved and gotten the dubious nod from Vogue.
Dubious that we still have to rely on the inherently racist and elitist industrial complex that is the Conde Nast ecosystem but, I digress.
Glad to have one I can give some commentary on. Love your videos as always. ❤️
You weren't harsh at all, Im always happy to be corrected and taught. You know from my channel I just want to learn and keep learning, and that in no way stops at fashion, so thank you very much for explaining the complications of the Nigerian ethnic groups.
I think perhaps youre right that his upbringing may have meant that he didn't have a natural sense for what the nigerian market would want. There's obviously a lot of nigerian people in the UK and because obviously their families came a generation or two ago, theres naturally a separation between the two groups and that could 100% affect his ability to understand the market.
I dont know if nigeria was ever really his target market though. It seems like he was always making clothes for a european crowd and that the SA and Lagos fashion weeks were just more accessible to get onto for promotion. I obviously cant know for sure, but it may go to explain why his clothes are rarely made for the Nigerian climate. Its something I shall consider more I think
But I also couldnt agree more with the fact its a shame that we seemingly stil;l need to rely on the obviously racist and elitist industries in order to further our careers (and this obviously doesnt stop at fashion, but it more prevalent in fashion than in many other sectors because of how exceptionally centralised it is)
Im glad you like my videos, thank you for such an insightful and thought provoking question
I saw Miu Miu on Ice Spice so I definitely think they are reaching the younger audiences !
Ong Ice Spice is IT rn, absolutely love her, but I have a whole miu miu video if you want to see how I think its relating to uounger audiences
@@understitchYT I’ll check it out! I’m still working through your playlist on the beauty channel. Appreciate you love!
You probably already know but it’s pronounced lay-gos and ee-bo :)
Yeah someone commented it, but I appreciate you telling me too
What a load of pretentious bs. Tokyo James isn't doing well in Nigeria, not because of homophobia, but because of the willy-nilly way he uses cultural symbols/concepts, with no sensitivity and seemingly just for shock value. Why even bring up the "Osu" in Ibo tradition, if not for cheap thrills. Unimpressed.