Hypebeast Flea: JEHUCAL
The brand pays tribute to its founder’s British and Nigerian upbringing through relaxed designs.
Founded in 2016, London-based label JEHUCAL is the ideal reflection of its founder EMAY4K. His Newham upbringing and Nigerian background inspire JEHUCAL’s creation, acting as a form of escapism from Emay’s everyday life.
JEHUCAL is made by the community for the community, tending to work alongside local creatives that need a helping hand. The brand’s relaxed attire is clean and simple, often featuring its “Till Forever” slogan alongside vibrant seasonal graphics.
Check out our conversation with JEHUCAL ahead of Hypebeast Flea below. Tickets to Hypebeast Flea are free! Don’t forget to sign up here now.
Hypebeast: Explain your brand to people who may not know you yet.
EMAY4K: Jehucal, a Clothing and Accessories label, proudly established in 2016 by Emay. Enduring a challenging upbringing marred by bullying due to the unique nature of his given name, Jehucal, Emay has courageously transformed this very name into the emblem of his prestigious clothing brand.
What’s the journey been like from starting your brand, to where you are today?
My brand’s journey has been a constant pursuit of knowledge. Despite lacking a formal fashion education, I have embraced every opportunity to learn. From visiting factories to understand clothing production to my current focus on staff management and negotiating collaborations with multi-million-pound businesses, my dedication to learning remains unwavering. Each challenge I encounter fuels my growth and resilience, shaping both my brand and myself.
Flea is going to be hosted for the first time in the UK. How does the UK’s creative community inspire you and your brand?
What sets the UK creative community apart from others is the interconnectedness. This unique dynamic, perhaps influenced by the pervasive presence of social media, brings individuals together. Whether it’s the physical proximity of our studios, the tight-knit circles of friendship we foster, or the places we choose to frequent, there’s an undeniable sense of togetherness.
From a personal standpoint, this environment fuels my inspiration and helps me maintain an unwavering focus on my journey. The constant exposure to the tenacity and dedication exhibited by those around me serves as a powerful motivator, an everyday reminder of the pursuit of excellence.
What have you got planned at Hypebeast Flea?
Whole lotta unreleased Jehucal!
What other vendors are you looking forward to checking out at Hypebeast Flea?
Aeliza and Manors Golf because I actually play Golf.
