Jay Kos, the iconic New York-based designer best known for his visionary alchemy of natural materials, irreverent styles and adventurous colours to create luxury bespoke menswear, has confirmed that he will be working with Africell – a leading pan-African mobile operator – to create a new line of clothing for the brand’s thousands of frontline staff in Angola, Democratic Republic of Congo, Gambia and Sierra Leone.
While details of the new line haven’t yet been released, those familiar with Jay Kos’s signature look will expect a portfolio of clothing that fits beautifully, which brings out the personal creative energy of the wearer, and which will make Africell employees stand out as beacons of style on a continent famed for its vibrant fashion culture.
“This is not your typical corporate uniform,” explains Jay Kos. “African fashion has always intrigued me. The colour, the confidence, the rhythm, the individuality; it’s fearless. Africell’s new uniforms will be packed with unique African flavour and will be engineered specifically to put a smile on the face of everyone who wears them”.
Africell’s consumer brand identity has a strong artistic undercurrent, balancing both timeless local motifs and contemporary cultural trends. The Africell Impact Foundation, Africell’s social impact investment arm, also has formidable capabilities in the field of arts and culture, promoting local artistic practices (which, in addition to fine arts, includes fashion, music, film and literature) in an ongoing series of high-impact campaigns and initiatives.
Ziad Dalloul, Africell’s CEO, President and Founder, says that the tie-up with Jay Kos ultimately has customers in mind.
“We are a public-facing brand with thousands of staff dealing round-the-clock with millions of subscribers, many of whom are young, creative and care deeply about how they and others look. Africa in general is acutely fashion conscious. It is therefore essential that, in addition to the normal skills and tools required to their jobs, Africell team members are equipped with a uniform that is simultaneously functional and stylish, which inspires them and which – most importantly – delights our customers. This is why we approached Jay Kos, and why we are so thrilled to be working with him and his team”.
Above: the new line of uniforms designed in collaboration may eventually be worn by all Africell field staff, including customer service agents, who are the most public face of the company
ABOUT JAY KOS
Jay grew up in Westfield, New Jersey—a town so preppy and pristine it could’ve been the set of The Stepford Wives. In a place where conformity was celebrated and individuality felt awkward or out of place, Jay struggled through the traditional education system, craving originality and creative expression. He found refuge in the arts, exploring painting, building, and fashion as early outlets for his imagination. His entrepreneurial spirit emerged early as well, from selling fireworks in Hebrew school to running a successful flea market business by age 16. In the early ’90s, when outlet stores carried multi-brand luxury goods, Jay famously dug through dumpsters to track down suppliers, flipping high-end designer pieces at elite flea markets across New Jersey and Pennsylvania. It wasn’t long before he became a standout figure—his path in fashion retail clearly taking shape.
After a brief and unfulfilling two-year stint at NYU Dental School, Jay followed his true passion. He launched a line of embroidered denim ties and took a job at the legendary Worth & Worth Hat Shop on Madison Avenue to immerse himself in the craft of hat-making. Early on, Jay recognized a major gap in menswear—most designers chased media trends or profits, often at the expense of quality and originality. Now, 22 years later, Jay continues to design with a singular focus: channeling the inner rockstar in everyone. His pieces are created for confident men who own their style and interpret each look on their own terms. From billionaire moguls to legendary musicians, Jay’s clientele may vary—but they all share a common thread: dressing for themselves while leaving a lasting impression. With a meticulous eye for detail and quality, Jay ensures that every customer leaves not just with a garment, but with all five senses awakened.
To learn more, visit jaykos.com.