Memphis-bred fashion designer, Antonio Jones, believes there’s a possibility of a fashion revolution, with the city at its focus.
The words “revolution” and “renaissance” have been tossed into the Memphis zeitgeist repeatedly over the last few years. Usually, the words are used as a commentary about either some up and coming scene in the city, or a new emphasis on a specific aspect of Memphis culture.
“We had the music revolution, the dance, entertainment revolution,” said Jones. “I believe the clothing, fashion revolution to let it be known that we can create, with all the other things that’s going on in Memphis.”
Fashion has always been a lucrative industry, both nationally and internationally. Information from Zippia says that globally, the fashion industry is valued at $1.7 trillion, and that the United States fashion industry is valued at approximately $343.70 billion.
The city is bursting with creative talent However, there are some things that need to shift in order to ”pop the top” as Jones puts it.
Jones is the founder of Rough Feathers Clothing Company, and has been a freelance designer since 2005. He made the full shift to clothing design in 2012. During his career he’s had the opportunity to not only dress Memphis icons such as Moneybagg Yo (before the blow up he adds) and Zed Zilla, but to participate in the inaugural Harlem’s Fashion Row New York Fashion Week show in 2018.
As with any trade, designing comes with its challenges. However, more often than not, the obstacles present opportunities for growth. Take Jones’ primitive days for example. He explains that the educational aspect of design can be tricky, but being from the south, with limited exposure, further complicates the issue.
“Most people go to places like New York and L.A. as the fashion hubs, we don’t get the notoriety, and we miss out on certain things because we don’t have a Garment District, and stuff like that,” says Jones.
Things have changed in the past few years with organizations like Harlem’s Fashion Row, founded by Memphian Brandice Daniel, working to increase resources for designers of color like Jones.
Daniel even noted these changes in a 2022 interview, saying that her primary purpose was to increase opportunities for Black and Latino designers. However, she also noted that there was more to be done.
Jones shares these sentiments, and explains that accessibility is only part of the battle. While he’s found a way to navigate that hurdle of designing, he explains that Memphis designers often struggle with gaining exposure.
“You can have a lot of dope people, but when you’re not visible, and know the right people to connect with, you kind of hurt yourself a little bit,” Jones says.
While some of these challenges are systemic, and represent an inequity in the fashion industry. There are some things that can be done now to help catapult Memphis designers, and the city to the top, such as collaboration and togetherness.
“The key is collaborating, and creating a forum, or a scene where people can kind of talk — bounce ideas. Work more together to kind of level up the industry in Memphis,” says Jones. “I think we’re getting there, but the collaboration and communication of who does what, and sitting down to have a conversation about ‘what can we do better to get the city a W?’ It’s all about the city.”
