Amidst a time that feels ruled by uncertainty and apprehension, New York persists as a city that refuses to bow down to austerity. The cultural capital continues to thrive with emerging creatives to inspire hope in a climate that forsakes art. Enter JKeefer, a roughed-up yet refined voice amongst New York’s blazing talent.
Born in 2020 by Joseph Keefer, the eponymous menswear label is capturing a zeitgeist for the many restless souls of America. Subculture-driven and always resting on the fringes, it looks to Keefer’s upbringing in Washington D.C within the skate, hardcore and punk scenes, to fuse it with deftly tailored garments and a keen eye for culture. While primarily darkly hued and acerbic, JKeefer’s playful, rebellious spirit lends to its appeal as a brand for the creative.
In the latest collection, Series 08: Heretics, Keefer pays homage to Jack Kerouac’s acclaimed novel On the Road, often coined as the beatnik Bible for defining the feeling of the post-war Beat Generation. Slouchy, drawstring trousers worn beneath tailored blazers create a striking silhouette where sharp lines meet with a carefree, streetwear edge. Close-fitting t-shirts hug the torso, enveloped in crisp racer jackets and button-down shirts for a look both poised and dishevelled. Using simple, hard-wearing materials like lightweight cotton gabardine and resin-impregnated poplin, each garment roots itself in wearability and longevity, lending to the label’s commitment to create timeless fashion. Paired with an almost entirely all-black colour palette (excluding a standout all-white look), the clean designs stand beyond trend cycles in a series of unpretentious, elevated essentials.
Taking place in a lookbook that harnesses desert travel photography, subtle star motifs are woven throughout the garments in what feels like both a critique and celebration of Keefer’s home country. A cupro-cotton silk varsity jacket and various sleek work jackets strike a resemblance to American heritage and traditional workwear, as the collection finds its identity in the soul-searching journey through the landscapes of America. Styled with the contemporary chicness of black Vans and classic sunglasses, Series 08: Heretics still walks through the world with a modern attitude.
Beginning his career under various pioneering designers such as Robert Geller, Siki Im, and Tim Hamilton, Keefer informs his work with counterculture and authenticity. With all garments conscientiously made in Italy, JKeefer stands out as a menswear brand for the rebels and the heretics, as it perseveres amid an era that dismisses the intricacies of fashion. Having already gained celebrity attention from the likes of Trent Reznor and Justin Theroux, the brand’s momentum is well underway.
