JEchols Brand was established in 2019. Yes, immediately before COVID-19 pandemic. Our ultimate desire has always been to uplift and share what we have been so privileged to experience in a most ordinary and extraordinary life journey.
Growing up in rural middle Georgia, time and fashion may seem to move a bit slower than the “big city”, but familial bonds, and traditions remain at the forefront.
At an early age, I got a small taste of travel (by visiting several big cities). As an adult, I have been able to travel domestically and abroad numerous times and experience other cultures and fashions.
What I noticed was whether in my quiet home town or in a major city where I now live, clothing had a direct influence on the wearer. Getting dressed for church, hanging out, meeting friends, or whatever the reason was at the time, there was a direct correlation in mood / attitude.
When you have that outfit that “speaks” to you, you know it. You know that it is right for you, right now. The clothes, fabrics of Africa have a voice, a message.
The colors, patterns and fabrics are enriched with history, meaning and culture. This is our grandest desire to connect the voices / messages woven within the fabrics by skilled artisans.