New fashion hits city

 

Chitungwiza-based entrepreneur and clothing designer Alec Jaidi has redefined fashion with his clothing line which has turned heads. The label is called Young Swag AJ designs.
Jaidi’s designs are a mix of contemporary and old school with a tinge of youthful outlook that suits different tastes.

“I looked at all the clothes that were available on the clothing scene and felt that while the youths might love the old school idea of a suit for example, they may not be comfortable with the conventional designs or maybe even the fabrics and colours hence I decided to come up with the class and make designer clothing that makes the new-school dresser feel ‘swag’ in their suit and feel comfortable,” said Jaidi.

The notion of up-town ‘’swag’’ is embodied in his clothes which are distinctive and rich in colour.
“Most of my designs are sealed with the ultimate touch of beauty — the Zimbabwean flag, because at the end of the day, my designs are inspired by the idea of celebrating being Zimbabwean; I am a patriot at heart,” he said.

Not only are the youths in love with Jaidi’s unique touch of class but also adults who love to look younger than their age.
“Well, I noted that several people who are older also loved my clothes and so decided to give the people what they wanted. I gave them cuts and designs that are beautiful enough to attract attention on one hand while they are decent enough and smart casual enough to be worn in a corporate setting particularly on a dress down day like a Friday.

Those are over subscribed,” he said.
Young Swag AJ designs are uniquely crafted from their factory in Chitungwiza where Jaidi says is essentially a family business.
“The idea was to be self sufficient and not relying on parents for everything like a spoilt brat. I take pride in doing my own thing and making a name for myself, it is the best legacy I can get from my parents,” he said.

Currently he has engaged a brand manager who is tasked to market the designer wear.
“While I take care of the designs somebody is responsible for marketing the branded clothes to the world. A great product means nothing if nobody knows about them no matter how  great the clothes or products may be,” he confessed.

With summer set to roll in after this stinging winter, it is envisioned that his lively summer colours will break into the market and make an impact as his growing clientele wait for the summer collection.

“The advantage is that I can make clothes according to specifics. You can actually come through and say what you want according to your specifications. So there is also the personal touch is felt,” he says.

Jaidi has dressed a number of well known people including his presence at the weekly Big Brother The Chase eviction shows at the Book Cafe where he dresses celebrities and Djs including Smylie of Power FM.

Some fashionistas have commended the trendy designs saying they were proudly Zimbabwean.