For a new debutant of the New York Fashion week, John Elliott seems to be very much a natural. Showing, what seems to be, a natural flair for business and a confidently relaxed attitude, Elliott’s 2015 Autumn/Winter collection did nothing but shine brighter than anyone could have expected from an urban brand in the fierce and ultra competitive world of fashion.

How can a man his age have such a domainant, influence and expertise in this Industry?

The answer, we believe, lies behind the brand’s history and it is, in fact, a truly fascinating one.

John Elliott’s beginnings are one of those stories that could easily make the plot for a great Hollywood movie. The talented designer’s pursuit for greatness started at the tender age of eight (yes, you read that right) when the little prodigy started to bombard the Nike company with letters containing his own original ideas for “cooler” looking trainers. After much insistence, Nike finally decided to give Elliott a helping hand and he was put into contact with GAP. From then onwards, a life-long affair flourished between the designer and the urban wear industry.

“Starting an apparel company was never if, it was when. I started John Elliott Co two years ago with my lifelong friend Aaron Lavee. When Aaron and I were freshmen in high school we would walk to lunch every day and plot our future business. The brand is the result of me solving the problems I had with my own wardrobe. I started with basic categories and focused on creating functional yet modern fits with unique fabrics.” said the L.A. based creative.

His latest collection features downtown classics such as jeans, hoodies and t-shirts, all of them using the finest quality Japanese textiles and top of the range tailoring techniques, which is what has set Elliott’s products aside from the competitors. The whole assemblage is a celebration to the uncomplicated, unpretentious and yet effortlessly sharp modern man. It comprises elements of the millennia take on grunge and a grown-up version of the rock&roller sense of style.

“I loved Kurt Cobain. “In Utero” dropped and my look changed. He was effortlessly iconic. His style was authentic. I can remember going through my dad’s closet searching for red flannel.” the designer remembered.

In an Industry where you either “make it or break it”, we can confidently say that John Elliott has secured himself a place in the hearts of the modern fashionable urbanistas for many, many years to come.


Text: Andrea Ruprat