Why Elevated Taste Has Always Been JJJJound's Driving Force

JJJJound has been defining what it means to enjoy life’s finer things since 2006. Founder Justin Saunders started the entity as a “digital mood board,” an endless scroll of aesthetically pleasing, color-coordinated images of elegant interior spaces, exotic automobiles, minimalistic fashion and female models. Over time, JJJJound has evolved into a full-fledged, direct-to-consumer design studio whose products span from hot-ticket sneaker collaborations alongside New Balance, Reebok, ASICS, and Vans to apparel, tote bags, bikes, coffee mugs and more.

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Despite all of JJJJound’s accolades, the untrained eye can’t easily spot what makes it successful. The brand isn’t reinventing the wheel. A majority of its drops consist of basic sweatshirts, oxfords, chinos and blank tees, many of which fall under the J.Crew-type mold. JJJJound’s footwear collaborations are largely earth-toned remixes of classic silhouettes with minimal branding and zero storytelling. Its price points aren’t accessible to everyone. On top of all of that, it has an unusual amount of J’s in its moniker and an obscure clip-art character for an IG profile picture. And yet, here it stands, consistently making noise in the ultra-competitive streetwear arena. But how does a brand that says so little flourish so much?

Everything boils down to one word for JJJJound: taste. It’s been the calling card for Saunders and his crew since day one. The ability to discern and promote timeless, essential commodities, elements of pop culture and aspirational lifestyles has given the label an identity, and this has carved out room for it to create, foster relationships with impactful partners and amass a cult following.

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Mood Board-to-Brand Trailblazers

Whether it was Saunders’ intention or not, JJJJound was ahead of its time in harnessing the potential of digital mood boards. Not only did JJJJound’s establishment predate the prime era of platforms like Tumblr and Pinterest, but it effectively capitalized on the subsequent boom of Instagram.

One of the remarkable aspects of JJJJound’s rise to prominence is that it garnered a dedicated audience and established its brand identity long before having tangible products to sell. For an individual to become a part of the JJJJound universe, two simple criteria needed to be met. First, one had to be aware of its existence, which often required being in tune with online culture and the creative world. Second, and most importantly, individuals needed to share JJJJound‘s vision of “good taste.” By emphasizing these principles, JJJJound created an inclusive community where individuals could connect and be a part of a shared aesthetic sensibility. It was not about social status or background but about an appreciation for quality, simplicity and the beauty of well-executed design.

How social feeds look and feel today are more important than ever in building a brand and garnering exposure. Creators and brands prioritize content nowadays because they realize that there’s opportunity for monetization. The effects of JJJJound’s efforts are evident in accounts like @hidden.ny and @oldmanalan, both of which have found ways to start up their own clothing lines and build strong followings based off of their well-curated feeds.

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Key Cosigns

JJJJound’s credibility has been bolstered by the validation Saunders receives from streetwear industry luminaries. His exceptional curation skills led to forging relationships with Virgil Abloh, Matthew M. Williams and Heron Preston during the BEEN TRILL era. He’s also consulted for The New York Times’ T Magazine and has been publicly acknowledged by Ye. The latter showed Saunders love during a 2016 Surface interview, as he mentioned that he asked himself if his designs are “JJJJound-approved.”

In today’s digital age where exposure and virality are at their peak, one cosign can change the trajectory of your entire brand or career. A simple story re-share or post has the power to open doors. Through these influential connections, JJJJound gained access to new audiences and garnered further recognition within the streetwear and creative communities. “Saunders can always use this recognition as a crutch to combat anyone that hates on his work”, Alan Galloway, better known as @oldmanalan, told Hypebeast. “Even if you’re not buying JJJJound products, this validation from the biggest names in fashion is major and, at the very least, forces you to pay attention to his every move.”

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Minimalism and Essentialism

Rather than chasing trends, JJJJound intentionally eschews elaborate storytelling and leans into the already-solidified air of making staples. Whether it be a J90 Crewneck, J90 T-Shirt or a Weekend Cap, JJJJound’s clothing can appeal to a wide range of individuals such as the Gen-Z sneaker enthusiast, the tech bro or even the stylish grandparent. While they sit at somewhat higher price points (hoodies are $195 USD, oxford shirts are $155 USD and the weekend caps are $95 USD) they’re produced with premium fabrics and come in colors that can be worn all-year round.

When it comes to JJJJound‘s involvement in sneaker collaborations, the brand is often tasked to refine already-popular silhouettes. Models such as the ASICS GEL-KAYANO 14, New Balance 990v3 and the Reebok Club C have been reimagined with neutral color schemes and minimal branding. And because JJJJound’s taste is so well-respected amongst sneaker fans, its sold-out releases cause a halo effect. We’ve seen this with silhouettes like the aforementioned ASICS GEL-KAYANO 14s, New Balance 990v3s and the Reebok Club Cs, all of which saw an uptick in popularity once the Montreal label put its special sauce on them, and we’ll likely see the same result when it releases its adidas Samba and Vans collection in the coming months. “You can criticize JJJJound for making miniscule design changes on their sneaker collaborations, but you have to remember that that’s exactly what got them here”, Galloway said. “You can’t find those details on other sneakers and the major win for them is that people are actually going to buy and wear them all the time.”

The brand also recognizes that its fans seek to elevate not only their personal style but also their living spaces. And so to cater to this desire, JJJJound offers a range of carefully curated goods that allow its fans to imbue their homes with the brand’s aesthetic and represent it in their daily activities. You can hydrate with its Nalgene bottles, sip your morning espresso from its Acme Cups, jot down your greatest ideas on its notepads and even upgrade your bedding situation with its soft collaborative Tekla set. Through these lifestyle products, JJJJound goes beyond fashion and footwear and provides fans with a holistic brand experience. This concept of world-building has been the intention for nearly every brand since Ralph Lauren first offered a full “lifestyle” — instead of just clothing — through Polo. And in JJJJound’s case, it’s built its own “tasteful” world, even if you can’t define exactly what that taste is.

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Right Time, Right Place

Timing is crucial in the success of any brand, and JJJJound‘s ascension can be attributed to its ability to align with the evolving trends and demands of the market. As more consumers become conscious of the environmental impact of the fashion industry, there is an increasing demand for imprints that prioritize sustainability and sell products with a longer lifespan. While Y2K and vintage ‘90s fashion trends are slowly starting to come back, the streetwear scene has seen a notable shift towards a more mature and minimalist aesthetic. Plain fleece sweatshirts, blank tees, and lifestyle running sneakers have gained significant appeal, and JJJJound has established itself as one of the space’s frontrunners to satisfy this appetite both through its inline propositions and joint projects. After all, all it’s doing is expanding on the world they started generating with that Tumblr back in 2006 and they’ve found a pocket to thrive in.

JJJJound sets itself apart from other players in the contemporary fashion and design spheres because of its ability to create noise without making any. Despite still being an “if you know, you know” type label, JJJJound’s “less is more” approach has earned high respect from the industry and streetwear consumers. And because of its timeless ethos, the brand’s wave doesn’t seem like it will expire anytime soon.

“JJJJound the product brand is about us not making any compromises”, Saunders said in Hypebeast #21. “Our mantra is to design and produce items we need and want to be judged for.”