BEHIND THE STITCH: ALANI
June 21, 2024
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In the heart of Lagos, where culture and creativity collide, one fashion brand is reshaping the landscape–High Fashion by J.O.L. Founded by Rahman Jago, an influential force in music, fashion and Lagos nightlife, the brand stands as a beacon of style and street credibility. From its bold designs to its elite clientele, High Fashion by J.O.L is more than clothing; it’s a movement where luxury meets Lagos grit.
Rahman Jago, born Tiamiu Abdulrahman Kayode, is a Lagos-born entrepreneur, musician, and cultural icon who has left an indelible mark on Nigerian entertainment. Known for co-creating the “Legwork” dance that swept across Africa, Rahman Jago’s influence transcends music. In 2023, he ventured boldly into fashion with High Fashion by J.O.L, a name that reflects his identity as “Jago of Lagos.” This title is more than a moniker–it’s a testament to his dominance in both the street and style scenes. Jago’s transition from music to fashion was natural. In a city where image speaks volumes, he wanted to create a brand that exuded luxury without losing its street essence. The result was High Fashion by J.O.L, a brand rooted in authenticity but elevated with high-end flair.
High Fashion by J.O.L is not just about clothes–it’s a culture. It embodies the energy of Lagos with an aesthetic that screams opulence and confidence. The brand merges urban streetwear with luxury, offering a bold statement for those who wear it. From hoodies and vests to meticulously crafted two-piece sets, each piece is designed to reflect individuality, power, and status. For Rahman Jago, fashion is personal. It’s about telling a story of resilience, ambition, and style. In his own words, the brand is for those who “dare to stand out,” a mantra that resonates with its growing legion of fans.
In March 2023, High Fashion by J.O.L officially opened its doors at Aaron’s Lekki Mall, Admiralty Way, Lagos. The store launch was nothing short of a cultural event. Lagos elites, influencers, and top-tier musicians graced the occasion, a sign of the brand’s immediate impact. In a legendary moment that made headlines, global music icon Wizkid walked into the store and bought every medium-sized outfit available. It wasn’t just shopping; it was a statement of support.
The brand boasts a wealth of esteemed individuals who proudly wear its pieces, a testament to its influence both locally and internationally. Burna Boy, the Grammy-winning Afro-fusion artist, is not only a fan but a model for the brand. From wearing High Fashion by J.O.L on multiple occasions to collaborating on limited-edition vests, Burna Boy stands as the brand’s most prominent advocate. Wizkid, another global heavyweight, has shown unwavering support, shopping heavily at the Lagos store. Davido, a style icon in his own right, adds star power to the brand with his casual yet upscale looks. He has modeled for the brand as well and so has Zlatan Ibile, a close friend of Rahman Jago, who constantly represents the brand with his signature street appeal. Other musical icons who have been seen wearing high fashion, either casually or for a photo shoot in collaboration with the brand are; Odumodublvck, Young Jonn, Cruel Santino, PsychoYP, Blaqbonez, Adekunle Gold, Teni Makanaki, Asake, Fireboy DML, Jeriq, Crayon–all of them, proof that High Fashion by J.O.L has made quite the impression on Nigerian artists. International influence comes with the nod from Skepta, the British-Nigerian grime legend known for his impeccable style.
This impressive list is just a glimpse of the many local and international personalities who believe in what the brand is doing. Nollywood actor Timini Egbuson has sported the brand with style, while Lagos social figures like Ola of Lagos, famed for his luxury car sales, and Poco Lee, Nigeria’s most prominent hype man, showcase the brand in nightlife circles. These endorsements are more than mere associations; they speak to the authenticity and allure of High Fashion by J.O.L.
What sets High Fashion by J.O.L apart is its dual identity. On one hand, it is exclusive–a badge of honor worn by the elite. On the other, it remains relatable, maintaining a strong connection to Lagos’ vibrant street culture. Rahman Jago’s background in music and nightlife gives the brand authenticity. This is not fashion for fashion’s sake; it’s a lifestyle rooted in Lagos’ pulse. Even its collaborations reflect this balance. The brand recently teased a line of 500 limited-edition, hand-distressed vests–a collaboration with Burna Boy–bringing together two titans of Nigerian culture.
With its growing list of high-profile endorsements, High Fashion by J.O.L has become more than a local sensation. It’s a brand that tells a Lagos story–one of hustle, luxury, and influence. Its ability to blend high fashion with streetwear speaks to a broader global movement where boundaries in fashion are increasingly blurred. Rahman Jago’s ability to navigate music, nightlife, and fashion makes him one of the most compelling figures in Nigerian pop culture. High Fashion by J.O.L isn’t just riding the wave; it’s creating one.
As the brand continues to expand, it shows no signs of slowing down. With a dedicated store in Lagos, international celebrity endorsements, and a growing social media presence, High Fashion by J.O.L is positioning itself as a global player. Whether you know Rahman Jago from music, nightlife, or his bold fashion ventures, one thing is clear–he is building a legacy where style speaks louder than words. In a world where fashion is often fleeting, High Fashion by J.O.L stands as a symbol of lasting influence, with Rahman Jago at the helm, steering Lagos style to the world stage.
