Think of durags and who comes to mind?
Tupac? 50 Cent?
Traditionally, durags were worn by Afro-Americans to old processed hair-dos in place while they slept – replacing scarves. And then in the 90s, they re-emerged as part of urban fashion, again to protect cornrows but also as a stand alone accessory.
Eminem then came along and started wearing one and after a while, everyone accepted that as part of the hiphop scene, it was ok for him to rock a traditionally black symbol.
And now, Rags WorldWide is trying to make rags accessible to everyone.
It’s the brainchild of LA-based Durag Dev who started wondering if high-end designers made durags, they’d make billions.
Since then, his designs have been worn by everyone from Tinashe to Swae Lee and Travis Scott.
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They’ve gone from serving a practical purpose to being a purely aesthetic accessory.
But how did they manage to carve a market in such an over-saturated industry?
‘(Durags were) completely open for the taking – as opposed to the rest of the oversaturated fashion market; do it was like, f*ck fashion,’ Dev tells Konbini.
And while some folk might have an issue with seeing white dudes rocking this traditionally black item of clothing, Dev has absolutely no sh*ts to give.
‘Rags WorldWide made durags open to the public. F*ck cultural appropriation or whatever people call it.’
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