Telfar's new line of durags

American label Telfar helmed by designer Telfar Clemens is one of the fashion industry's most important voices on black culture and one of the leading names among black owned luxury. His most recent venture — the creation of a durag line — further cements his role in redefining the rules of luxury fashion through accessibility, inclusivity and ubiquity. 

For the Black community, durags are more than just a piece of fabric , they hold a cultural significance that dates as far back as the 19th century worn by slave women to keep their hair up during labour. One of the earliest documented records of the head accessory is from a 1966 journal where it was spelled “Do Rag” and described as a cloth band worn around the forehead. Since then it has been used by the community in many different ways.

In the late 70’s it was mainly used as a tool for black men to keep their hair down or attain different hairstyles during sleep, but in the 90’s its functional use shifted and it became a symbol of style as it was mainly popularized by hip hop. Today the durag is used both as an accessory as well as a haircare item, and is one of the most important staples of black identity in fashion.

Which is why Telfar’s move to luxurize an item that is so traditionally important is so monumental, “this durag is meant to be a kind of luxury , and our goal, as always, is even more accessibility and ubiquity…We want to be in every braiding spot, barbershop and bodega in America,” Clemens explained in an interview with Interview Mag following his line’s launch. Telfar’s presence in fashion is a much wider commentary on representation in the wider dynamic of fashion, and his consumers are completely aware of the cultural significance of his pieces. There exists no other black designer in the high fashion industry who has such a strong connection that accurately represents the black community while having affordable price points. Each durag in the new line is priced at $90, with versions in monogram patterns and multiple colours, all available on Telfar.com