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2011-10-23

ade report - j.c. rags-store events

Fashion and music often go hand in hand in the lifestyle industry. Fashion brand J.C. RAGS recognizes this and emerged itself in a brand new collaboration with Amsterdam Dance Event (ADE). This year the Dutch brand partnered up with ADE for the first time and this news fact was widely picked up by the media. Besides designing the official ADE 2011 conference bag, the brand organized three exclusive ADE events in its newly remodeled store on the Heiligeweg in Amsterdam.

Last night J.C. RAGS invited Electronation, with envoys Terry Toner (NL) and Gregor Tresher (DE), to get behind the turntables. The famous Electronation evening is normally held in the alternative dance club Sugar Factory, but yesterday the organization rocked a totally different location:  the J.C. RAGS store. It was the last night of three successful J.C. RAGS events during ADE.

South African rhythms
The night before, the fashion brand was delighted to welcome the talented South African band Goldfish.  The live act has been opening for renowned artists such as Basement Jaxx, Faithless, Paul van Dyk, Pete Tong and Audio Bullys. Currently Goldfish itself is busy conquering the world, with their uplifting, danceable sound. The group combines dance with elements of jazz and African music, through a mix of live instruments (bass, saxophone, keyboards, flute), samplers, synths and vocals. Together with vocalist Sakhile Moleshe, the duo filled the store with their delicious, warm dance sound which got the whole crowd moving.

Carl Cox in your living room
On Wednesday J.C. Rags kicked off with none other than Carl Cox. It was amazing to see the American top DJ at work in front of such a small group of people. It felt almost like the world  famous DJ showed up for a live set in your living room to play for you and a couple of friends. Carl did a energetic set that got everyone dancing and created great interaction with the public. Which was not surprising, because the audience was literally almost standing next to him behind the turntables. The atmosphere was friendly and the man himself clearly had fun. The DJ is used  to perform for thousands of people, but now played his favorite records for a select group of lucky, smiling people.

Networking and dancing
The event was’ invite only’ and was attended by leading figures from the dance scene, relations, trendsetters, and some lucky winners. Besides dancing and drinking,  there was also time for networking at this exclusive event. This kind of small, intimate events provide a nice counterweight to the many massive parties at ADE. Fashion brand J.C. RAGS, along with partners such as PR agency Kult & Ace, kicked off the collaboration with ADE sublimely. I hope they will be back next year! 

(photo by: Jasper Loeffen)

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