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Tokyo James Unveils ‘The African Cowboy’ In S/S18 Campaign

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By Ugochi Obiajunwa

Eponymous menswear brand, Tokyo James has released his Spring Summer 2018 campaign titled ‘The African Cowboy’.

Tokyo James

On the inspiration behind this collection and the brand’s price points, Tokyo James says:

“It’s not easy being African. To identify as African is to identify with struggle; its understanding the true meaning of a fighting spirit. So Africa inspired this collection and what it means to live in modern-day Africa

“My pieces are quite affordable the price point depends on the range. We have the “Tokyo James Man” line which is at a higher price point than the “Tokyo James Black Label.” For the Tokyo James Black Label, our suits start from N95,000.”

Tokyo James

He notes that: “Fabrication is very important to us as a brand, we go for fabrics that do the talking [for us]. What I mean by that is, you can see the quality from looking or touching the fabric which helps justify our price point. For the Tokyo James Mainline, a suit starts from N180,000 depending on the fabric.”

This lookbook was shot in Cape Town South Africa because of it’s peaceful, serene and simple tranquil environment.

View the collection below:

Tokyo James Tokyo James

See the campaign in the slides above.


Photographer: Anika Molnar

Creative Directing: Tokyo James

Styling: Gavin Mikey Collins

Makeup Artist: Diana Asherson @ One League,

Models: Max Van der Lecq of Full Circle Models, Francois Viljoen, Thorne Fisher & Nkosi B of 20 Models management.

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