Johnnie-O Expands with Elevated Menswear and Way of life Collections

More than 20 years in the past, John O’Donnell launched Johnnie-O with a surfboard emblem on a golf shirt out of the again of his automobile. And now it’s turn into a multimillion-dollar full life-style model, full with retail shops and an enlargement into ladies’s and youngsters’ put on.

What makes the Johnnie-O model stand aside is that it attire its prospects from boardroom conferences to pleased hours. The firm expanded on its signature polos to turn into a “full closet brand” for weekends, dinners, golf, tennis and coaching and every part in between.

Moreover, as a way of life model, the corporate blends East Coast polish with West Coast informal to create clothes for folks to dwell their lives in. The model mentioned this philosophy permits for “an ease and confidence that quietly stands out in any room.”

In latest years, the model has undergone main product improvement for its higher-end menswear assortment of formalwear, referred to as “Top Shelf.” Focusing on European mills, basic tailoring particulars and high quality, the “Top Shelf” assortment additionally makes consolation a precedence.

Notably, Johnnie-O introduced Chris Knott, founding father of Peter Millar, out of retirement to assist elevate the model in his function as chief merchandising officer; Knott has been main the cost for its “Top Shelf” assortment enlargement and elevating its core product mainstays. The model mentioned that Knott really understands how the Johnnie-O prospects dwell, work, journey and socialize — the design assortments of the gathering observe the day-to-day moments reasonably than seasonally.

“What you are seeing from us this past year is a renewed focus on elevated product,” Marcus Cecconi, senior vice chairman of product and design, informed Fairchild Studio. “What started as a few elevated sport coats and button-down shirts has grown into a full collection including knitwear, outerwear, five-pockets and garment-dyed trousers. We see an opportunity in the marketplace to not only design and deliver this level of product but do it in our way with our handwriting. Delivering elevated menswear utilizing some of the best materials in the world from our favorite European mills at very competitive prices.”

Johnnie-O has additionally seen main development in its wholesale enterprise. The model is offered in most main high-end shops and sells in 700 specialty shops throughout the U.S. According to the corporate, its wholesale specialty channel elevated by 30 p.c as in comparison with 2024, alongside the rise in demand for males’s sportswear. The model mentioned its versatility has allowed it to turn into an introductory model at higher-end menswear shops whereas concurrently being a luxurious model at out of doors retailers or resort life-style boutiques.

Cecconi shared that the manufacturers see alternatives for mid-tier worth factors as effectively. He mentioned that the seasonal collections permit Johnnie-O to inform totally different tales. Its “Lodge” assortment presents a contemporary tackle males’s weekend gear, informal sportswear with “shackets” and outerwear that simply go “from Saturday morning soccer games with the kids to the tailgate with the boys.” The spring will even see the model’s new “Coastal” assortment with sun-drenched and salt-washed T-shirts, hoodies and garment-dyed shorts for lengthy weekends. The focus, Cecconi mentioned, stays on delivering an elevated product at an excellent worth.

“Tariffs have made a huge impact on our business this past year. We took a step back and looked at it as an opportunity; digging in and working very closely with all of our factory partners on tempering our costs. Through all of that work our customers have seen only very small retail increases, which has resonated,” concluded Cecconi.

To be taught extra about Johnnie-O, go to johnnie-o.com.