How Accra does Streetstyle! We take a closer look with Ghanaian creative and stylist Jude Lartey | DSTNGR Editorial

Ghanaian Creative and Stylist, Jude Lartey

Street style is considered a phenomenon of the 20th century even though it has always existed and has always been part of human culture. However, it didn’t have any impact on fashion until the end of the Second World War. Fashion Icons like Christian Dior and Pierre Balmain highly contributed to the freedom of exploration when it comes to street style.  It was a period when people wanted to make a change from the already-known, ordinary style. Though street style is a popular facet of fashion in the likes of Tokyo, Milan, Paris and New York, it is gradually becoming a major wave in countries like Ghana and Nigeria. Having birthed many powerful designs and patterns like the Kente, Fugu and Ankara that are all globally appreciated, Africans particularly the youth are moving to greater heights by redefining street style on the continent. 

From the brightly coloured Alté outfits in Nigeria down to the electric, unconventional yet tasteful outfits like that of ‘Free The Youth’ and ‘Daily Paper’ spotted on people here in Ghana, you can conclude that this sense of style is gaining traction on the continent. Streetwear and street culture do exist in Accra. It’s a patchwork of movements, creatives and styles through which influencers cross boundaries of language and religion. 

Here in Ghana, street style is not brand dependent and it’s not traditional in the sense. Streetwear is hugely drawn from all walks of life for mutual respect and passion for unique outfits. The streetwear culture is directly connected to the underground hip hop, hip life and Afrobeats music scene whose main audience is the youth. Many players make up the fashion scene in this country, from independent creatives using their individuality and drive to more international attention. Creativity is the main characteristic that local designers have, which is prominently displayed in their unique pieces. This is the backbone of the street style culture in Ghana, which does not rely on wearing a name brand to get recognised. Many of these youth are essentially fashion designers, or stylists in their own right and deserve recognition for their ingenuity and creative designs. This story will explore how street culture is in Accra.

Catching up with Jude Lartey (pictured throughout), one of the street style aficionados redefining the style movement with new meanings here in Accra; the core of Ghana’s street style revolution. From the electric atmosphere to the fashion-forward youth walking the streets, coupled with a do it yourself attitude, you can truly understand why the world is taking notice. Seeing street style as a “space where identities can be explored through the act of dressing,” explains Jude. Just like other Ghanaian street style enthusiasts, Jude creates his unique identity by putting together outlandish outfits; mostly original creations pieced together from individually thrift pieces inspired by music, his environs and the culture of his people. This makes his outfits a unique aesthetic of street style as they carry new meanings different from what the world is acquainted with. By collecting second-hand clothing, props, accessories and making them into new pieces, Ghanaian street style enthusiasts are working towards the large goal of sustainability and reducing fashion waste in Ghana, starting from the biggest thrift market - Kantamato; a major source of used fashion items in the country. 

Since his high school days, Jude mentioned he always loved to look outstanding wherever he found himself,  “dressing well always made me feel special,” he said. By paying attention during fashion weeks in the western world and taking inspiration from the likes of Ben Cobb, Luke Day, A$AP Rocky, Tyler, the creator, Alessandro Michele and Harry Styles - Jude realised he could channel his looks and better them into street style.  Punk style and 90’s hip hop was an influence for him also.

Aside from striving for sustainability, “the idea is to promote street style, as Ghana isn’t known in the world of street style,” Jude explains. I can confidently say they’re on track. Ghanaian street stylers like Jude have been featured in international publications for their craft, the world is definitely watching Ghana.  And with local / African inspired street style brands like as we mentioned previously ‘Free the Youth’, ‘Daily Paper’ and also ‘Subweastudios’ gaining international recognition, along with the level of street style displayed by African youth at art/cultural festivals including Afrochella, Chalewote and the nation’s signature Year of Return activities, street style is indeed blooming right here in Ghana; the perfect avenue to express the views and culture of the people to wider communities.

From this editorial, the idea is to tell more street culture stories. Exploring the streets of Accra, from the images, one could tell it highlights a typical Ghanaian society. Another reason was for people to recognise the environs of Accra easily and also having a fair idea of how it looked. Streetwear style in Accra is becoming popular, more eye-catching and bolder through sub-cultures such as skateboarding and social media, particularly Instagram bursting in popularity with images of people randomly walking through the streets and taking impressive  pictures. Instagram, has proven its popularity not only among street style amateurs here but also among style photographers, some of whom have amassed followings in the thousands. 

What seems really “weird” in real life doesn’t seem so silly on Instagram, says Jude describing how the platform is used as a playground for the people who want to express themselves without being mocked. Moreover, the clothes that look good in pictures may seem rather theatrical and pretentious in reality, especially against the urban background. From the colours you combine to the footwear you wear, it all looks simply amazing in pictures. It probably takes a lot of time, even to get a quality photo but once it’s out there, everyone can relate to it and create their own ideas.

Streetstyle ranges from baggy clothes, casual T-shirts and sneakers to combining the colours, prints and designs that you would probably not wear in public otherwise. It’s supposed to be fun and energetic, combining fashion through its own language. While Accra street style can’t really ever go out of style because we have to wear something, the question is until when? Now any individual with a good phone and an Instagram account can take street style pics and consider themselves influential in Accra. With the number of fashion bloggers, influencers and celebrities rapidly growing and most of them being paid to wear an item, there is really little room left for authenticity. What still remains unique is the casual street style photography in the city which is not set up or prepared in advance. A photographer randomly walks through the city and takes random photos of casually dressed people. That captures the essence of individuality and creativity.

The fashion industry in Ghana will probably be more about paid advertisements, sponsorships and influencers dressed by stylists – it’s inevitable, but as long as there’s something that captures a photographer’s eye, there is some authenticity left. Styles change, but let us tell you something – a ‘retrolution’ is on and we are sure that even today, you can rock your retro street style and feel stylish, secure, confident and fresh. Shine bright every day in Accra.

CREDITS

Creative Direction - Jude Lartey

Photography - Daniel Kons

Fashion - Sourced from Kantamanto Market, Accra

“I came up with an idea for a particular look. I designed the material ‘SYNTHETIC’ "Sorry fabric out of stock" and had prints of big brands on the fabric like Nike, Dior, Burberry and Gucci. This basically means the wearing of fakes, should be banned from the system.” Jude Lartey