jiji by odedra

BRITISH DESIGNER ASHOKJI BHOJAJI ODEDRA PRESENTS LATEST COLLECTION NYFW, HIS DEBUT COLLECTION _ “REBELS OF EXTINCTION” ¬_ CREATED AFTER 11 YEARS OF WORKING IN THE FASHION EXPERIENCE IN THE INDUSTRY. THIS COLLECTION SHOWS WHAT HE BELIEVES IN; THAT FASHION CAN BE BESPOKE AND ACCESSIBLE TO ALL, MADE TO ORDER.

THIS COLLECTION REPRESENTS THE PASSIONS AND BELIEFS OF THE JI JI BY ODEDRA BRAND. THE COLLECTIONS ARE GENDER NEUTRAL, CREATING A BESPOKE LOOK WITH A PLAY ON THE PERSONALISED SILHOUETTES AND HAND-PICKED MATERIAL, SHAPE AND USE OF FABRICS WITH TAILORING AND DRAPING, USING A MIX OF SUSTAINABLE, LOCALLY SOURCED, ORGANIC AND DEAD STOCK FABRICS. THE NATURE OF SOURCING THE FABRICS IN THIS WAY MEANS EACH LOOK IS UNIQUE, LIMITED, AND TAILORED FOR THE INDIVIDUAL WITH AN EYE FOR DETAIL. JI JI BY ODEDRA BELIEVES IN BEING A SOCIALLY ECO-CONSCIOUS BRAND THAT UNDERSTANDS THE NEED FOR CHANGE WITHIN THE INDUSTRY.

THIS COLLECTION _ “REBELS OF EXTINCTION” ¬_ REBELS AGAINST MASS PRODUCTION FASHION. THIS COLLECTION SHOWS THAT FASHION CAN BE CREATED ON A MADE TO ORDER BASIS AND WITH AN ECO-CONSCIENCE MINDSET. FOR THIS COLLECTION I HAVE SOURCED DEAD STOCK FABRICS FROM BANGLADESH, LOCALLY SOURCED FROM UK, ORGANIC MATERIAL MADE FROM HEMP, BOILED WOOL FROM THE UK, HAND-LOOM ORGANIC DENIM WITH VEGETABLE DYE FROM INDIA AND HAND-LOOM SILK. MOST OF THE COLLECTION WAS DEVELOPED IN UK, TO REDUCE THE CARBON FOOTPRINT AND KEEP SAMPLING TO A MINIMUM.
THE COLLECTION WAS STARTED 2019 JUNE _ “REBELS OF EXTINCTION” ¬_ WITH THE INSPIRATION FROM A NOTE FROM MY DIARY:

“PEOPLE GO ABOUT IN THEIR EVERYDAY LIFE'S….
DO THEY REALIZE THE GRIM REALITY OF THE FUTURE THEY ARE BUILDING?
CAN’T THEY SEE THE BLEAK CONTRIBUTION THEY ARE MAKING TO THIS BLEEDING WORLD….
DARKNESS LOOMS, LUNGS FAIL FROM WHAT WE ARE FORCED TO INHALE.
WE ARE ON A FAST TRACK TO EXTINCTION.”

DUE TO THE WAY IN WHICH THE FABRIC IS SELECTED FOR THIS UNIQUE COLLECTION GARMENTS ArE MADE TO ORDER.
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