The Dutch are perhaps better than we North Americans at playing it cool. But to say the Netherlands’ Jago – maker of fine scarves – is not your typical mass-oriented fashion label is an understatement; if you’re an English-speaking person, you’ll probably have a hard time navigating their Dutch-only website, or finding anything in writing.
For a blogger like me, this can be infuriating. Until, that is, you get into that Scandinavian frame of mind and accept that not everything needs a complicated explanation, and that some things just are.
That said, Jago‘s bohemian wares do in fact speak for themselves, and what they say is this: slow down, enjoy variety, and live beautifully.
The scarf maker appears to do things in its own, unimpressionable way. Rather than rely on seasonal trends in its designs, the world, and all its different countries, lifestyles and time periods are its inspiration.
Modern-looking geometric play is just as valid a subject for design as are classic and sophisticated solids, earthen homespun-style shawls, or distinctly tribal and ethnic motifs and textures.
If there’s one unifying element in all of Jago‘s work, it’s perhaps a feeling of carefree chic. Jago scarves aren’t really designed as high-fashion conversation pieces, but rather as accessories for real life, and all its wanderings.
The suggestion of travel and exploration are ever present in collections that play up a love of different places and their unique aesthetics. Vibrant color, cultural inspiration, and the confidence to try new things are Jago‘s signature, which, to us, seems perfectly fitting for a label that likes to take a back seat and see where the road leads to next.