REBRAND AND FW/2019 PREVIEW
TAYLOR JAY ANNOUNCES REBRANDING AND NEW COLLECTION THAT COMMEMORATES AFRICAN ANCESTORS.
Oakland, California , February 28, 2019
Oakland based fashion brand The Taylor Jay Collection announces the launch of a new brand identity and the Fall 2019 Kotton collection, just in time to conclude a particularly significant Black History Month anniversary.
The Taylor Jay Collection started as a line of unique basics made to accompany women through any lifestyle and season. Founded and designed by Taylor Jay, after years of local in-person retail, the company transitioned last December from brick and mortar to online store and pop-up exclusive. The new business model called for a realignment of the brand experience.
The first move was to align with a creative team that would understand the layered nature of Taylor Jay’s vision, so the company hired New York based AGNCY, an emerging creative agency with an innovative approach to branding, that had already worked successfully with other Oakland based small businesses.
The goal with the new visual identity is to visibly embody the evolution of the brand, so the word collection has been removed from the logo. The Taylor Jay Collection is now simply Taylor Jay. A monogram was also added to the identity system to mark the signature style, reaffirm Taylor Jay’s presence in the fashion industry, and open doors to new design possibilities. While the brand name will update to simply Taylor Jay, the domain will remain unchanged for the foreseeable future.
“We design for the evolution of body and lifestyle, so it only made sense to embody our own evolution as a brand. We wanted to create something recognizable that would stand the test of time and that would complement the quality of our clothing” said founder Taylor Jay. “This also implied we have to be conscious about the evolution of the planet, too. We are working towards creating a fully sustainable experience because it’s an important value for many of our customers and for us as well.”
The organization underwent a strategic reorganization starting fall last year and thought deeply about the future of the brand. What differentiates Taylor Jay from other brands is its willingness to reinvent itself and find new ways to thrive in a fast-fashion market. Taylor Jay brings a new and layered perspective to slow fashion, with an African-American woman founder whose every vision is purpose-driven.
The company chose to debut the new brand identity with a strong political statement. With 2019 marking exactly 400 years since African people were enslaved in the Americas, the Kotton collection features heavy duty 100% organic cotton garments that make a strong statement. “Fashion is political, it’s supposed to make a statement. This year carries a lot of meaning for African-Americans, especially entrepreneurs. We work with organic and reclaimed materials as part of our vision of sustainability and inclusion, but our social consciousness runs deeper” explains the designer. “Cotton is a strong, resilient, humble, adaptable material that has always been associated with the exploitation of our Ancestors. Cotton-picking is not our [African-American] legacy, our genius in spite of adversity is. Reclaiming this fabric and giving it new life means recognizing the role our ancestors played in world development” she proudly affirms. The design concept further subverts the narrative by mixing Victorian fashion elements with domestic wear cuts and spelling the collection name with K, true to Pan-Afrikanist tradition. It was only fitting to plan the launch as the closing event for 2019 Black History Month.
A slow and steady rollout of the brand will take place in the upcoming weeks, to help customers get acclimated. Customers can look forward to much needed improvements across the board, a renewed focus on customer experience, new ways to shop, new product options, and stunning visuals. The CEO reassures that “While our commitment to our loyal community is unchanged, we see incredible potential for growth. This is an exciting time for Taylor Jay as the new brand will allow us to pursue those opportunities.”
ABOUT TAYLOR JAY
Taylor Jay empowers women with beautiful, versatile, comfortable, eco-friendly fashion basics that easily adapt to any lifestyle. Since 2012 we are on a mission to make elevated basics accessible to women worldwide and to become a household name in sustainable fashion.