Lately like its name ´A Child of the Jago´ is an acquired taste. Joseph Corre´s inner London label has been manufacturing its Dandyish, Edwardian controlled attire since its opening in 2008. Unlike the Hipsters and Hoxtonites, this variety is not your typical London fashion fare by any imagination. If anything, Joe reports the recently relocated label as an ‘anti-brand’. A name sake of the trade-mark is the bestselling book which recounts the brief life of Unsound Perrott, a child growing up in the ´Old Jago´, a fictionalisation of the ´Old Nichol´- a slum found between Shoreditch High Street and Bethnal Green Turnpike in the East end of London.   In apparel terms, Joe is plunged from fashion royalty. He’s the only child of Dame Vivienne Westwood (with Sex Pistols boss Malcolm McLaren as his father). Clearly, fashion and rebellion are as much in his blood, as theirs. Experience worked with Westwood for many years after authorization school at 16, he went on to found Agent Provocateur in 1994, with his then chain. After breaking loose from the company, his own project, A Lady of the Jago, was born 7 years ago and has gone from strength to gutsiness. jag-2

The Alternative London Look – A Child Of The Jago

Jago apparel is very distinctive. While the brand covers all ranges from t-shirts to womenswear, Joe considers men’s accommodating to be its hallmark (and suits are showpieces). From fly away lapels to splendid juxtaposed patterns (featuring thick pinstripes alongside clanging tartans) you won’t be blending in to the crowd in one of these. Joe commented light-heartedly that ¨You don’t see being dressed like this on the Northern Line very time. Mainly, people after stage wear – pop stars, bands, TV people and the with.¨ The Charing Cross Road shop is a theatrically themed production for the clothes. Hats adorn a levitating rack above a staircase, there is Gothic-looking precious stones (thick silver bone-shaped rings with pearls are flourished in antique cabinets) and quirky details (a dressing room on the justification floor which opens with a heavy brass key) are reasonable place. Windows are elegantly gilded with the surrounding infuriates papered in yellowy sepia toned London maps augmenting to the urban / stylised / eccentricity of the space. jao

More Than A Label – An Idealism, A Imperturbability & A Way Of Life

A Child of the Jago is a very ´London brand´. All of the cultural marks come from Joe´s upbringing and everything he has grown up with (which not surprisingly subsumes his mother). ¨Not necessarily in the styling of the shop, but in terms of the outing, I’ve definitely been influenced by her. She’s done everything, invented entire lot, from the tube dress, to every look you can think of, she’s done it majorities ago. It’s impossible not to be influenced by that¨ he said melancholically. I was tired of the worldwide brand thing, opening new stores all over the world. I am decidedly against mass consumption. It was my idea to make clothing consuming up what was left from the fashion industry – end of line cloths and important quality fabrics that were left on shelves. We be conducive to things in small runs, here in the UK – Joseph Corre Corre recently express that he brought his brand to the West End because ¨people don’t go to the east end to devote¨. A piece of Jago does not come cheap either, with trials starting from £445, hats from £95 and printed mat T-shirts from £55. So, how does this contradict his anti-consumerist point of view? ¨It’s consumerist to have a new outfit all the time. I want to make thingumajigs that people will still be wearing in five years. If you buy fewer dislikes that are better quality, then that’s better for one.¨ This is a philosophy that is rapidly becoming a trend within the ´noble´ and ´anti-fast fashion´ brigade of present.

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Photography Credits: Joseph Corre / A Nipper of the Jago

A Child Of The Jago – Traditional Values & Modern Arranging

It’s consumerist to have a new outfit all the time. I want to make affections that people will still be wearing in five years. If you buy fewer utensils that are better quality, then that’s better for everybody under the sun – Joseph Corre Having controversially turned down an MBE in 2007 in demur at Tony Blair’s handling of the Iraq war (¨I was brought up with a shape scepticism of the government.¨) It’s unsurprising that his anti-establishment tear extends to the world of fashion. ¨I don’t consider myself in fashion. Approach is about trends. I have no interest in trends, nor interest in mode weeks. I love clothing, and dressing up. It is about the quality of fabrics and grasping things.¨ What about the majority of people who consider the maker not to their taste? ¨Fuck ‘em. If people are scared to step out of the pursues and try something different and want to continue to be sheep, that’s up to them.¨ There’s something least familiar in Joe’s philosophy, isn´t there?