Clothing Line: Mens brandName of Designers: John Vinnem
Established: 2006
Target Market: men from 20 and up.
Style of the Apparel: Classy streetwear, relaxed but sporty with attitude
Why the name Johnny Love?
10 years ago when I was out drinking, some friends called me Johnnylove, because I was and still am very happy when I am out drinking. Also the name has a sense of humour, and I think fashion needs some humour, I do not want to be pretentious. Besides the name is easy to remember.
Tell us the inside story to spearheading the clothing line?
This is street wear for grown ups like me, for men that do not want to look like kids nor the banker. I never found this kind of clothes when I was shopping, so I started making it!
Why Fashion Design?
I have always been into clothes, clothes shows a bit of who you are, or they can also be used as a cover up. For me it is about showing who I am. And at the same time I had a talent for making it.
Who or what gives you inspiration when designing?
I never like to talk about inspiration. Because it is like air…it is always there, the things that surrounds you. But looking at new fabrics is very inspiring, and for the moment I am in my thing evolving my style. But I have always been inspired by a futuristic feeling. Hard to describe.
Define trendsetter in Norway. Does your line adhere to your definition, why?
The trendsetters are people/brands who are in front of fashion, making their own trends that eventually becomes fashionable, but then this person might have moved onto a new thing. Well sometime Johnnylove can be a trendsetter, but in a way I make my own concept I am not into finding the next thing, it be scarves one day, next day hats and so on. I am not so much into this. I am more into making my own style on the side, which is always trendy, because it stands out, being edgy but without being far out!
Any experience in designing outside of your own collections?
Some but not much, I have designed some costumes for music videos and short movies. But I have had another brand for 4 years before, which was my schooling.
I love your Coat and Jacket collections. In our previous conversations you said “ Your heart burns for Coats and jackets” can you tell us more about this?
This is basically because I love jackets…we use a lot of outdoor wear in Norway…we almost use jackets the whole year. Making a coat is the closest thing to a dress for men. It is one piece which decides a lot of your look.
How is the fashion scene in Norway, compered to the US?
The fashion scene in Norway is maybe a little cleaner, and the scene is much smaller. Also the US is much more multicultural so you have more space for different scenes and trends.
We know customers can find your brand in boutiques across Norway, UK, France and China just to name a few but do you plan to hit the US market?
Yes I do, but I am a small firm, so I do not have a big strategy for now. My strategy is to try to make outstanding clothes, and see how far this can get me. You have found me! So it is possible to get some attention without having a big commercial plan for it all,. I have time, and the goal is not to become big. But be small and known for good things. Word of mouth and internet is still working! If I was to create budgets for using press-agencies, marketing plans and so on, my clothes would have to cost more. So for now we try it without.
If you do, Is Chicago going to be one of your locations?
In a way the brand will be where people wants it to be. My concern is that the shops that get the brand are right for it, and representing it well. And right now there is a shop in Chicago that wants my brand.
What comes to mind when we say CHICAGO?
Al Capone, I have not been to Chicago yet, so I do not know much.
Are you feeling Chicago’s very own Barrack Obama or John McCain?
Obama! To see if change is possible. But I am afraid that the world is a bit more like a machine, without a wheel, then we like it to be! So changing some leaders around in the world, will not matter a lot in the end.
What should we know about Norwegian people?
We are trustworthy and nice, but a bit shy! (Sometimes mistaken for cold)Sometime it takes time to get under our skin. But if you are a friend, it is often for life! It is cold here, so we spend a lot of time indoors
How can our readers get there hands on your line?
For the moment a couple of web shops, or by emailing us. But in march it looks like a new shop “Lock&Key” will have it. Wicker Park/Buck town neighborhood.
www.bespokeboutique.com
www.sourcedclothing.co.uk
www.johnnylove.no/
Any final words?
My brand is about making clothes that enhance the person wearing them. In my opinion clothes should never take the focus away from the person wearing them. If a jacket is pink with a lot of bling bling, you might only see the jacket, not the person.
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