JAWBREAKING aims to fill a niche in both the streetwear and contemporary market by offering designed streetwear that isn't at the designer price point while also offering a new perspective into the fashion arena, the intersection of Southern heritage and youth culture.
By focusing on this intersection, JAWBREAKING is expanding on their brand DNA. Ellison, 25, is a graduate of the NCSU College of Textiles and originally from Asheville, NC while JAWBREAKING was started in Raleigh, NC. By elevating all efforts from branding to design, the brand is maturing with its customer-base whose average age has gone from 15 to 25. With this collection, JAWBREAKING aims to solidify it's place in the industry as an authentic voice for the new generation while also showing that there is more to American contemporary fashion than just NYC cool and LA chill.
"Going to wholesale and coming to NYFW allows for the world to see us on a bigger stage and watch us grow from an Instagram brand to a fashion label with a specific perspective. We've switched our production to focus on American manufacturing. We make it a practice to hire young and work with female photographers and creatives of color. And we're committed to our message and our aesthetic. My goal isn't to offer my generation a brand that they look up to but one that they can relate to," Ellison states.
JAWBREAKING's Spring Summer 2019 collection boasts traditional southern phrases and motifs while focusing on the brand's hero product of t-shirts. The expansion into ready-to-wear includes dresses, denim, and bodysuits – a majority of which feature t-shirt appliques as a way of alluding to the company's history. JAWBREAKING is holding a press day on Monday, September 10th, for bloggers, editors, and friends of the brand.
Contact
Jawbreaking PR
***@shopjawbreaking.com
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