Hail to the Sutan of Cool

Where do Edmontonians go to seek refuge from mainstream fashion? The local American Apparel on the very hip 82nd Avenue (or Whyte Avenue), that's where. Many go to seek the clothing store's latest spin on classic clothing by seeing how the staff is wearing it. You can always count on urban chic flair from store manager Jared Berney. He is known for his fashion-forward style and brings cool back to the city.
Being a true xenophile Jared has travelled around many European cities, which has influenced his style and world views. Never a follower of hipster fashions, only a originator. He is one of the first males in North America to embrace skinny jeans, saying " The skinnier, the better." He was also influenced by left-wing views on Palestine and started to wear Keffiyehs as a statement piece, telling me "everyone will be wearing one by next year." And sure enough, today the keffiyeh is wore by many people, sold at mainstream stores and has lost its translation due to overexposure. Now that is the power of one man's style.

Jared's essentials:

Skinny jeans
Fine knit button up sweaters
Statement piece: scarf, hat, unusual jewelery