This week’s Maker is Jonny IV, a casual lifestyle brand founded by Eugene Kang, a former Forever 21 and Planet Blue executive. The newly launched youthful collection consists of items that are trend-right with a downtown edge, made of premium quality and, most significantly, won’t burn a hole in your pocket.

What: Jonny IV F/W 14.

Shoot location: Los Angeles, California.

Concept: “We wanted to convey an L.A. city lifestyle (inherent in our brand DNA), so Union Station was a great fit. Our guy is on the move, stylish and casual at the same time.  We also strategically selected a handful of guys to show the diversity of our collection and looks, as Jonny IV is not representative of one style. Lastly, we wanted to communicate a 'street style’ vibe, one that is natural, not forced. We think we achieved it with this lookbook. We did not go through an agency to select the models.​ We held our own casting call to find the right models.”—Eugene Kang, founder.

Talent: Stylist: Karina Barragar. Photographer: Nick Wisda. (www.nickwisda.com).

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