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Retailer Edcon – which owns Edgars, Jet and CNA – recently had its #EdconIgnite relaunch, and one the new offerings is a range that caters to “the youth” (those in the 18 to 25 age bracket). Edgars and Jet are known for their established lines for kids and adults, but the group found it was lacking the kind of fashion-forward clothing young people like to wear.
Backpacks: R199.95 to R299.95
In response, Jabari was launched. The new campaign, #GetYourFreakOn, is an amalgamation of comfortable hoodies, distressed denims, caps, backpacks and=sweatpants that speak to a streetwear aesthetic.
“#GetYourFreakOn adopts an innovative, bold and powerful tone focused on digital channels, in particular Instagram and Facebook. Jabari is a street cred brand that is committed to the South African youth,” the retailer said in a statement at the launch.
Streetwear that isn’t the branded wear young people want, like Adidas or Nike, is a tough sell. However, these are fashion staples that can be worn alongside name brand sneakers and clothes.
Their joggers, for instance, are awesome and nicely priced. I’ll be getting a pair myself this winter.
- Follow @jabarifashion on Instagram to see more
- Jabari is available exclusively at Edgars Active stores nationwide
Jackets: R449.95
Jeans: R299.95
Joggers / sweatpants: R199.95
Plain hoodies: R249.95
Graphic hoodies: R299.95
