Adam Jones celebrates the camp classics of small-town life
Boozers, Buckfast and yer granny’s curtains are just some of the tongue-in-cheek references adopted by the Welsh designer WORDS BY JAMIE WINDUST CORNER SHOP LOOK BOOK BY ROSHAN WHITTAKER BTS FROM LATEST SHOW BY EMMA JONES Adam Jones and his eponymous brand have become something of a cult classic, in no small part thanks to the IYKYK appeal of his beloved vests – brightly coloured garments made from upcycled beer towels and featuring the names of classic alcohol brands.
They’re a walking advertisement for the nostalgic appeal of pubs: a place to hunker down with a Guinness or two and tuck into some roast spuds on a Sunday.
And although Jones’s signature design has been worn by the likes of Dua Lipa and Barry Keoghan, they take inspiration from the designer’s upbringing in the small, small village of Froncysyllte near Wrexham.
And it’s not just boozers that have whet the Welsh designer’s creative whistle. From PE kits to your granny’s doilies, Jones toys with the iconography of British life to exhilarating effect.
