EVANSCULTURE: The Cool Kid Of SA Street Style

Local street style will always be the lifeblood of our country’s distinct look and lifestyle. To honour this, local brand Evans has launched a Spring Summer 18 collection that pays homage to the dance halls, street corners and Sunday afternoon chillas that give inspiration to our unique style.

Shying away from replicating international fads and the Instagram boutique route, Evans hooked up with local trend experts, designers and tastemakers to carefully curate a select range of headgear that fits seamlessly with its local and international counterparts - because let’s face it, mixing and blending brands is the order of the day. Whether it’s the classic cap, the wide-brimmed sun hat (less about sun, more about lewks) or SA’s biggest style export, the bucket hat, #EvansCulture is about owning your style lane.

“I felt honored and proud to have shot a brand that has contributed to South African fashion street culture for so many years. When I was approached with the brief I was immediately inspired by the brand’s heritage and I knew this was also an opportunity to contribute as an image maker. The brief suited my own personal style that borrows cinematic visual elements in compositions, perspective, color, narrative quality and a high luminance,” said campaign photographer Lesedi Mothoagae, speaking about working on the fresh new drop.

At the core of it, the SS18 collection is one that makes its wearer feel comfortable, confident and ready to tackle work or play. While each product has its own unique energy, reflective of the street, cities and suburbs that inspired its design, all Evans outputs have a street-savvy aesthetic, allowing the wearer to incorporate their own existing wardrobe.

This is important in terms of creating a collection that is conscious of what’s in our customer’s pockets, where they live, how they travel and what their everyday needs are. For Evans, the marriage between pretty and practical signals a happily ever after.

For more information email Nicola at nicola@nicolacooper.co.za

Credits:

Photographer: Lesedi Mothoagae Photographer Assistants: Thato Mabaso and Koketso Pii

Creative Direction & Styling: Chloe Andrea Hair & MUA: Orli Meiri

Models from LAMPOST: Tebogo Ribane, Menzi Simelane, Bafana Mbata Additional Wardrobe: Dickies, Sol – Sol, Maylee, Converse