Fashion / Style

Aje wants you to pronounce its name right in its new Phonetics series

What's in a name? Everything it seems, especially when it's a household one like Aje. For most labels, this is where it all starts. A brand can be made or undone by the very thing they call itself. And this is what Aje harks back to, their beginnings. What originally began as an acronym for 'Adrian joins Edwina', a sweet nod to when co-founders Adrian Norris and Edwina Forest first met, bloomed into a fully-fledged identity. All of these ideas were kept close by when developing their Phonetics Series, a reimagining of Aje's signature logo tee and jumpers.

Launched on July 30, the Phonetics Series revisits the logo tees that became synonymous with the brand. The ubiquity of the garments is a testament to the way Aje continuously identifies exactly what we're looking for in our wardrobes. Keeping with their vision of effortless, well-crafted pieces, the collection is made from 100% cotton with various iterations of unisex short sleeve tees, women's long-sleeve tops and durable jumpers. The collection is the chicer sister of their Athletica edit. We glimpse Aje's playful side as they settle the long-standing question of how to pronounce their name. Emblazoned across the chest of each garment is Aje's phonetic pronunciation. It's "Eyj" for those who were wondering. Or "Age" to keep things simple.

A strong emphasis on the over-sized silhouettes born out of the nineties is present in Aje's Phonetics series. Both Norris and Forest want you to summon the ease and nonchalance that coded 90's dressing and bring it to their Logo edit. Think Diana emerging from Harbour Club. All pieces make for a fluid addition to all of our wardrobes and are available in black, white and grey marle colour ways.


Where can I shop Reimagination?

You can shop the Phonetics Series by Aje now and all pieces are available on their website.

In the meantime, set your eyes upon the video below to watch Aje's tongue-in-cheek guide to pronouncing their name.

Images: @_aje_

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