John Elliott Takes Us Behind the Scenes of Running a Successful Sportswear Label
Plus, an inside look at his first flagship.
With an initial investment of only $30,000 USD and having access to just a few materials (denim, jersey and French terry) California-native John Elliott turned his high school dream of having his own line into a reality. Launching his inaugural menswear collection in 2012, it wasn’t until six years later, that the designer made his foray into womenswear, imbuing the collection with wearable, elevated basics into his signature streetwear-focus. The new venture shifted Elliott’s attention to sourcing new fabrications, working on new patterns and learning how to drape and fit, on a brand-new form. With emphasis placed on crafting tomorrow’s classics, Elliott’s distinct eye for womenswear has catapulted him further into the limelight as he continues to distinguish himself through his attention to detail, quality of construction and custom fabrics.
As Elliott continues to grow each season and with a cult-following, he shows no signs of slowing down. With his first retail location opening in Los Angeles on the horizon, he looks to technology to find efficient ways to manage his day-to-day. His most recent tool: Bose’s new AR sunglasses – the first-of-its-kind in audio augmented reality. Equipped with voice control technology and the ability to take calls, the frames are able to function as wireless headphones, allowing Elliott to tether to the real world by granting him freedom, from his screen. For Elliott and his trusted team, it allows him to fully focus on the intricacies that go into running a successful line, and ensuring his authentic approach to design is evident in each collection.
HYPEBAE peered into the fast-paced world of John Elliott as he prepared for his recent show at New York Fashion Week and scoped out his first flagship. Watch the video above and head to Bose’s website for more information on its new device.