When I started designing men's streetwear 13 years ago, girls would ask, "Why don't you make The Hundreds women's?" I'd point to the fact that the large majority of fashion was already dedicated to the female consumer and men could use a clothing brand just for them. The Hundreds was one of those rare playgrounds where fashion conscious dudes could play, and not get teased for it.
A lot has changed since 2003. Society has long abandoned the "metrosexual" pejorative. Sneaker-collecting ushered men into street fashion, then runway, and now it's widely acceptable for a guy to be as into clothes as his girlfriend. So much so, that unisex and gender-neutral are trendy taglines in the marketplace. And women have gone from borrowing their boyfriend's streetwear T-shirt, to buying it for themselves.
Which, made me wonder: How come it's okay - trendy, even - for girls to covet their guy's clothes, but not the other way around? Isn't it time for a women's label that men beg for?
For the first time, I was interested in contributing to women's apparel, because I finally had something to say. As a minority, I have always been sensitive to disparity. As a designer, I've sought to blur a line or flatten out a wrinkle. The more I'm made aware of the different world that women face, the less I can ignore the hypocrisies. This is my opportunity to address them.
There is no political motive here, this is not a statement. JENNIFER™ is clothing for women, designed and made here in Los Angeles, by me. And I wanna open up the conversation.