Designer Jay Jajal’s streetwear label Jaywalking is nothing short of a disruptive force in the current landscape of fashion. At a time when sustainable, organic and minimal are the new catchphrases for labels, Jaywalking’s aesthetic is full of attitude, rebellion and the kind of fluidity that offers space for experimentation. Talking about what led him towards design, he says that design is all he knows — the act of breaking and creation comes naturally to him. Steered by impatience to understand the how and why of art, pushed him further in the field. He explains, ‘It’s just beautiful how something priceless to some, is trash to others. What attracts me the most is the freedom that comes when you choose art. I will always choose art.’
Since he was driven so deeply by fashion, Jaywalking was always in the making. All he had to do was gather a little spunk and determination to take the leap, which he managed to achieve about two years ago. Talking about the journey, he adds, ‘I was in Singapore finishing my bachelors, feeling sad and jealous of how there was always this conversation around brands and culture in their country. Coming back, I sort of knew what we were lacking — an original culture of our own which was more inclusive, more scattered. Fashion has always been a more easier and more commercial way to put forth a message.’ In terms of its core philosophy, the label’s only constant is change. Persistently evolving, Jay’s label is unique, it doesn’t rely on mainstream validation and they believe in building a clear channel of communication with the audience. The designer further believes in motivating young artists to blossom into their own and not be robotic in their endeavours.
Streetwear has always been a force to be reckoned with. History is a witness to its emergence and evolution into a subculture, that stood for the creative expression of the self. The un-tailored seams and baggy fit, contained the voices that stood up against injustice. Streetwear may be all luxury and logo now, but it hasn’t lost its meaning entirely. In India, Jay believes we are lacking but there is great potential waiting to be tapped into. He elucidates, ‘I believe I am not doing anything great, I’m getting the attention because of lack of other options. There aren’t many brands to talk about! Our country desperately needs opportunities and quality collaborations, that get the youth excited and involved.’
The designer’s process is simple, he doesn’t believe in forcing meaning onto his clothes. Creative visualisation helps him determine which fabric would work better as an upper or a bottom. While their in-house pattern cutter is on it, he goes onto sketch pockets and details on the fabric. For him, the process of construction is open-ended — everything completely depends on the energy of the day. At a time like, being motivated is difficult, but Jay is staying inspired because of his audience, who are like an extended family for him. ‘They check on me, criticise me, support me, celebrate with me. We don’t treat Jaywalking as a business, it’s just us achieving things together. I put all my emotions on my Instagram and I’m always pretty open about how I’m feeling. They just have this endless energy, and that is how I keep the process going.’
Jay Jajal
With a recently opened store, Jaywalking is picking up quickly post the lockdown. While business was slow, the salesman in him thoroughly missed the human touch. Jay also managed to gain more perspective about what matters. The situation gave him the time to get back to painting, something that inspires him. As a result, most of the label’s recent designs have hints of the illustrations he created during the lockdown.
Text Unnati Saini