Day 21: @
Photography credit: @
Symbolism. Brand Ethos. Legacy.
"A happy face, a thumpin' bass, for a lovin' race."
As mentioned yesterday, founding member of Soul II Soul, Jazzie B is an internationally renowned soundsystem DJ, music producer and fashion entrepreneur. His ‘Funki Dreds’ fashion label was one of the go to brands in the late 80’s and 90’s that easily identified you as an aficionado of the distinctive sub-culture’s style and sound. Influenced by black British style and club culture, the collective of designers under the Soul II Soul label, devised a signature look and feel for their growing community. The Afrofuturistic philosophy was simple; from a planet called Ard, the ‘Funki Dreds’ as described by Jazzie B were sent to “…earth as pleasure-givers, to put on parties and get into the funk”. Not just for black people the concept was for everyone. With a supporting logo, a stylized cartoon image of Jazzie B’s face designed by Derek Yates (@ ), the iconography was an instant hit. Selling everything from clothes, accessories, footwear and records with the logo emblazoned over it, Soul II Soul’s stores had a vast underground following before any songs were even released. Imagine…no social media hype, just pure word of mouth and electric club nights. Once the first album dropped, so many cultures and sub-cultures within this island and beyond fell in love with, and embraced Soul II Soul, still holding their sound and style close to their hearts to this day. Now a heritage brand, the range was subject to a full re-release a few years back @