Juma: Attention to Detail

Juma is a newer brand from Toronto that designs some really great menswear. They find subtle ways to make a statement – the clothes stand out, but only if you're paying attention. Gilt Man caught up with designers Jamil and Alia Juma to see what drives them to break the rules.
What's the Juma look?
We would describe our style as somewhat dark. The clothing we design is a reflection of our own personal style and taste. That helps keep it more authentic.
Where do you look for inspiration?
The inspiration is really our environment. We work and hang out with creative people. We look to them and their personal styles, mix it with our own, and then develop the collection. We evolve our look from season to season, updating it with common themes of androgyny and understatement.
Who's your ideal customer? The businessman? The poet?
Our guy is independent and freethinking. He’s aware of pop culture but may not buy into it fully, and he has an extremely strong sense of aesthetics. He defines his own taste in music and literature.
Who would you say embodies that spirit?
We keep an eye on street style: Punk rockers, Hasidic Jews, vagabonds, the aimless. We’d love to dress Beck, Richard Ashcroft and Clive Owen.
Is there a difference between innovation and being trendy?
This is a question that people ask a lot. We don't stray too far from Juma’s core aesthetic of utility and understatement. We do evolve the collection from season to season with new design details and silhouettes, but we don't chase trends.
Have you seen anyone wearing your clothes in real life?
We have seen some people wearing Juma on the streets, and it's an indescribable feeling!
Get detailed in our Juma sale on Thursday, November 19, at noon ET.

Posted by sthhwrd on November 19, 2009

Add a comment (1)

Your are selling Toronto base designer wear, yet shipping not available to Toronto, Canada? Is their any talk for future expansion to Canadian customers?

By trips on November 28, 2009 at 11:42:44 AM