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The Square Original Jewelry and Hat Line Debut 2013

Spring/Summer 2014 Preview


At left: Bold Bing Chain Necklace Juju Bits Earrings Juju Bits 3-Finger Ring


Above: Long Juju Bits Necklace


Above: Bold Bling Chain Necklace Juju Bits Earrings Juju Bits 3-Finger Ring Africa-America 5-Panel Cap


At right: Juju Bits 3-Drop Earrings Medium Juju Bits Necklace (worn as belt)


At left: Short Juju Bits Necklace Juju Bits Earrings Juju Bits 3-Finger Ring


Above: Juju Bits 3-Drop Earrings Juju Bits Bracelets


Above: Long Juju Bits Necklace


At right: Bold Bling Earrings Juju Bits 3-Finger Ring Bold Bling Bracelet Africa-America 5-Panel Cap


Above: Bold Bling Earrings Juju Bits 3-Finger Ring Africa-America 5-Panel Cap


At right: Africa-America 5-Panel Cap


At left: Short Juju Bits Necklace Juju Bits Earrings


Above: Juju Bits 3-Drop Earrings Medium Juju Bits Necklace (worn as belt) Bold Bling Bracelet Juju Bits 3-Finger Ring


Above: Juju Bits 3-Finger Ring Bold Bling Chain Necklace Bold Bling Bracelet


At right: Juju Bits 3-Drop Earrings Medium Juju Bits Necklace (worn as belt) Juju Bits Bracelet (worn as arm band)


Above: Juju Bits Earring Juju Bits 3-Finger Ring Bold Bling Chain Necklace Africa-America 5-Panel Cap


At right: Juju Bits Earrings Juju Bits 3-Finger Ring


At left: Bold Bling Earrings Medium Juju Bits Necklace Juju Bits 3-Finger Ring


Above: Juju Bits 3-Finger Ring Bold Bling Chain Necklace Bold Bling Bracelet


Above: Bold Bling Bracelet Bold Bling Chain Necklace Long Juju Bits Necklace


At right: Bold Bling Bracelet Bold Bling Earrings


The Prud Story Prud started in West Africa as the evolution of a personal obsession with African art and fabric prints. We’ve travelled across Africa, scouring market after market, cataloguing African materials and fabrics. One particular print stuck with us. Selected for its geometrics and ability to cross cultures, a modification of this design is now featured in our logo pattern. Hunting for a name that embodied our roots and what we stand for, the square remains a permanent fixture, even beyond our logo. Our name, Prud (pronounced “prude”) was inspired by our first tailor in Ghana, Prudence, or Prudy for short. We also liked the play on connotations of being a “square.” Firstly, because Africa is often viewed as a place that is anything but “square.” Too, our name recalls the rise of Western hipster culture in the late 1940s, its derogation of those it counter-labeled as “squares” and the subsequent metamorphosis of insider/ outsider style associations in the decades since. Prud identifies somewhere between these dichotomies. While we can’t avoid our Western historical influences, our company was built in a world beyond them. We’ve lived around the globe and have often felt awkward, devoid of alliance to either mainstream or countercultural movements, perhaps searching for a new style order. Our lifestyle brand is the expression of this. Prud is street-wise experience, exuberance for life in the face of adversity, a certain freedom, style, and grace. Prud people embody the dissolution of borders-cultural, economic, race, gender and national. They meld in as easily on the blocks of NYC, LA, London, Berlin, and Osaka as they can navigate a bustling African market or a diplomatic dinner party. Only in terms of effrontery could you say we are indeed prudish. As a start-up, we aim to create a lifestyle brand that confronts the stereotyped imagery of “poor places” and the challenge of job creation in the value-added sector in developing countries. We hope to deliver unique and beautiful goods to the enlightened consumer by innovating with materials and processes from regions less trekked. ​ We maintain the square as reminder that--whether scenester or not-purpose, love, and integrity are the only boundaries we live by.


Prud

Learn more: prudstyle.com

Get in touch: info@prudstyle.com US Voicemail: 1 347 491 3901

Blog updates: prudstyle.tumblr.com Twitter, Facbook, Pinterest & Instagram: /prudstyle



The Square Original Debut Lookbook