For the exclusive release of the Tokyo James Spring Summer 18 campaign, BellaNaija Style had the pleasure of chatting with Tokyo James, the creative director of the eponymous menswear brand.
On the inspiration behind this African Cowboy collection and the brand’s price points;
It’s not easy being African, to identify as African is to identify with struggle its understanding the true meaning of a fighting spirit. So Africa inspired this collection and what it means to live in modern-day Africa
My pieces are quite affordable the price point depends on the range. We have the “Tokyo James Man” line which is at a higher price point than the “Tokyo James Black Label.” For the Tokyo James Black Label, our suits start from N95,000
Can our BellaStylistas get their hands on some of these Tokyo James goodies?
Your readers can’t get your hands on my goodies 😜 but they can definitely buy the clothes by contacting us online, via Instagram, on our website or just call – we are always very happy to help.
Speaking on fabrics used, he said;
Fabrication is very important to us as a brand, we go for fabrics that do the talking [for us]. What I mean by that is, you can see the quality from looking or touching the fabric which helps justfy our price point. The Tokyo James mainline a suit starts from N180,000 depending on the fabric.
On his location choice for the campaign, he said;
The shoot was done in Cape Town South Africa am totally in love with that city it’s peace full and simple tranquil.
Read the rest of the official release from Tokyo James below;
Life is a struggle no matter what part of the world you’re from and within that struggle as humans, we find commonality. That commonality is what binds us together despite race, gender, sexuality and socioeconomic status.
Our individual experiences may vary, but that fighting spirit that exists within alongside the fight and desire to be better and do the right thing is the commonality we all share.
Being African isn’t the easiest of identities. It comes with negative preconceived notions that are planted in the minds of money. This struggle also extends itself in the pan African community.
The everyday Afro struggle. The struggle for survival, the struggle for relevance, the struggle to be heard. The struggle for sanity.
Hence the theme of the African Cowboy. This is our commonality. Within the struggle, inside the heart of the African Cowboy, we find bravery, courage and resilience. We are all cowboys in this race of life that exists within grey areas. The African Cowboy is bold, beautiful and resilient in the face of challenges and lives to fight another day.
Photographer: Anika Molnar
Creative Directing: Tokyo James
Styling: Gavin Mikey Collins
Makeup Artist: Diana Asherson @ One League,
Models: Max Van der Lecq of Full Circle Models, Francois Viljoen, Thorne Fisher & Nkosi B of 20 Models management
Click the gallery below to see all the images.