Easy does it for JJJJound, the Montreal-based design studio best-known for its ultra-understated aesthetic. Hence why its debut Levi's collaboration looks like someone simply stole the most normal staples from their dad's closet — in this case, JJJJound founder Justin Saunders' dad — and remade 'em a bit better.
The world's most normal down jackets, anonymous crewneck sweaters, sneakers barely changed from the original, distinguishable solely by a quietly handsome colorway: that's the JJJJound vibe.
It's funny that a brand so fascinated by fastidious simplicity has generated such a rabid, far-reaching fanbase. Indeed, JJJJound is now a decade into riding a wave of IYKYK cool fueled by word of mouth and co-signs from cultural pioneers.
Collaborations are key in building JJJJound-level hype, though they have to be approached organically, according to Justin Saunders.
"We approach them with a minimalist approach in the hopes of paying homage to an already thriving icon all the while giving them a subtly nuanced change making them feel collectible all the while wearable," Saunders told Highsnobiety in a late April interview.
"Our day-to-day is product-focused. We love products that have stood the test of time and strive to create product that will do so as well. Collaborations are a great way for us to cross-pollinate all types of conversations, ideas and backgrounds while using our partner’s strengths to the product’s advantage.
This is key in keeping JJJJound collaborations simpatico with JJJJound mainline; both are designed with the design studio's own staff in mind.
"The main objective on all partnerships is first and foremost to create products that the Montreal office wants to wear," Saunders explained.
"I can’t pretend I know what's best for the world outside our ecosystem. We rarely build products with any other end goal than to keep the team stoked and excited to come to work on the daily, hoping these projects hit the mark."
Saunders described Levi's as "a goliath" and "inspiration" for the JJJJound team, which is why he elected to keep this collaboration simple.
JJJJound x Levi's — available May 5 on JJJJound's website — sees the Montreal-based company's staple silhouettes updated with what Saunders describes as the "Levi's treatment."
As usual, the devil's in the details for Saunders. For instance, JJJJound's take on the Levi's 501® jean features a custom-washed selvedge denim, special copper rivets, and the Levi's Big E logo tab on the rear pocket.
Oh, and there's a horse T-shirt.
"We decided to honor the 501®, utilizing the 93' fit and combining it with core items from our own mainline collection; our utility jacket, buttoned shirt, weekend cap and T-shirt seen through the lens of Levi’s," Saunders explained.
"For the most part, the 501 is an icon that doesn’t need to be changed whatsoever. Denim is a part of everyone's life and is a must have in anyone’s wardrobe. [In particular,] Levi’s is a staple — it’s all my father wears to this day."
