JAGYCH WAS CREATED WITH THE IDEA OF PUSHING THE BOUNDARIES OF ELEGANCE BY REDEFINING ITS CONTEXT, AND PLACING IT INTO A NEW, MORE ALTERNATIVE FORM. INSPIRED BY THE STRONG POLARITIES OF BELGRADE — THE CITY WHERE THE DESIGNER WAS RAISED — A DESIRE TO BRIDGE ELEGANCE AND UNDERGROUND CULTURE WAS BORN.
FROM THIS VISION EMERGED THE SLOGAN ‘BRUTAL REFINEMENT‘ — THE PUREST EXPRESSION OF THE JAGYCH AESTHETIC. A DELIBERATE COLLISION OF OPPOSITES: DISCIPLINE AND DEFIANCE, RULE-FOLLOWING AND RULE-BREAKING, MASCULINE STRUCTURE AND FEMININE SENSUALITY. WITHIN THIS TENSION LIES THE ETHOS OF JAGYCH.
THIS IS HOW JAGYCH FORMS A PLATFORM FOR THOSE WHO RECOGNIZE THEMSELVES IN DUALITY—THOSE WHO BELONG TO A SPACE WHERE ONE DOES NOT EXCLUDE THE OTHER.
