Designer John Elliott on his “non-traditional” approach to fashion.
Finding a comfortable, long-lasting, timeless uniform that suits your unique lifestyle can prove to be tricky — but designer John Elliott is determined to deliver solutions that seamlessly enhance your everyday style.
The high-quality casualwear staples that Elliott’s namesake label is known and praised for boast fabrics and materials that are developed in Japan before being assembled in Los Angeles, where the self-proclaimed “dyslexic skater from San Francisco” is currently based. From the signature side-zip hoodie that launched the label in 2012 to the parachute cargo pants that are now available at The Shop at Equinox, there is purpose to the fit, construction, color, and weight of every piece.
“Hopefully, if you’re documenting your life along the way, you can look back at yourself in five or 10 years, wearing our collection, and be proud of the way you look, recognizing that that proposition holds value over time,” the award-winning designer says of his sartorial offerings that continue to resonate on a global scale.
Ahead, Equinox+ speaks with the designer about the evolution of his eponymous brand, his ultimate desire in life and career, and what makes The Shop a perfect retail partner.
Can you recall the moment you realized you wanted to work in fashion and, more specifically, be a designer?
“I was probably too young to fully grasp it all. It's pretty well documented that I was sending designs to Nike at the age of eight. Those early years are a blur, but one thing I do recall is my attempt to kickstart a skateboard company at 11 years old, which I took pretty seriously. It's something I've been passionate about for basically my whole life, and it's ingrained in me since my earliest memories.”
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How did your childhood influence your designs?
“Reflecting on my childhood, my dad often labeled me as a bit of a control freak and a perfectionist. Interestingly, now that I have children of my own, I don't necessarily view those traits as negative. When you see my company's garments, it says my name on the interior label, while on the exterior it says nothing. So, the exterior of whatever the proposition is needs to be enticing enough for you to touch it, and when it sits in your closet, for hopefully years, you need to respect it.”
What problem does your brand solve?
“The proposition has always been to build a complete wardrobe that's modular in the sense that it can work together. Each piece is considered for the weight of the fabric, the fit, the wash process, the color, and even the way it will wear-in over time. Every potential attribute is heavily considered. There’s a purpose — it’s meant to be a proposition that can take you from morning to night. Hopefully, if you’re documenting your life along the way, you can look back at yourself in five or 10 years, wearing our collection, and be proud of the way you look, recognizing that that proposition holds value over time.”
How would you say your brand has evolved since launching in 2012?
“Obviously we’ve gotten much bigger. I have more of a global view, and I understand way more about business. We’ve been able to work and collaborate with global brands, and some of the most influential people in terms of art, music, and athletics on the planet. Still, at the end of the day, it’s the same proposition. It’s about high-quality garments that are unique in the way they work together, in terms of a system. We’ve grown far beyond what I could have ever dreamed of, and there’s been a ton of super fun moments along the way. Still, I think the core proposition is the same, which is creating a uniform for myself.”
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You describe your approach to design as being non-traditional. Why is that?
“I didn't attend fashion school or graduate from Central Saint Martins. I'm a dyslexic skater from San Francisco who grew up playing basketball. My perspective diverges from the traditional mold of impactful designers from the '90s and early 2000s. I bring a youthful outlook to wardrobe creation, emphasizing longevity and quality. Sourcing materials from Japan, incorporating hardware from around the globe, and assembling everything in Los Angeles, I started out collaborating with young friends who I found inspiring. I had a business approach that many considered risky. Luckily enough, 10[-plus] years later we have six flagship stores, have shown in Paris, and have been really blessed to fight our own cause.”
What makes The Shop at Equinox the perfect retail space to feature your pieces?
“Any person who is hungry enough to be at a gym where they are pushing to be the best version of themselves — and be next to A-type personalities who are attractive and successful — that’s the target demographic, let’s be honest. In my younger years, I might not have vocalized it so directly, but as you grow older, you start to value grit, ambition, and yes, even a bit of self-interest. Those who rise early to hit up Equinox and work on becoming their best selves are exactly the kind of people I want to connect with — confident, successful, and the ones you'd want to share a party with.”
What is your ultimate desire for the brand?
“To keep growing, obviously. To keep exploring. I’ve really enjoyed learning the business side of fashion. It’s not always the prettiest industry, but navigating it has made me a tougher person. From an artistic side, I really like challenging myself with runway shows, specifically in Paris, which I’d say is the pinnacle of fashion. Being able to show up there and garner respect, in terms of my ego, is something that feels important. For my kids, wife, family, and the people I work with, I want to continue to grow, and be able to provide.”