JOHN ELLIOTT FOUNDED HIS NAMESAKE LABEL IN 2012. A CALIFORNIA NATIVE HAILING FROM SAN FRANCISCO, THE LOS ANGELES BASED DESIGNER HAD ALWAYS PLANNED TO START HIS OWN LINE.FROM AN EARLY AGE, JOHN WAS THREE PARTS OBSESSED WITH SKATE CULTURE, BASKETBALL, AND CLOTHING. THE LATTER CAME FROM HIS ITALIAN IMMIGRANT GRANDMOTHER, A SEAMSTRESS THAT TAUGHT HER THREE DAUGHTERS TO SEW. COMBINING PERSONAL INSPIRATION WITH THE RISE OF SKATE CULTURE’S INDEPENDENT LABELS IN HIS HOMETOWN, JOHN WAS INSPIRED AT A YOUNG AGE TO CREATE DESIGNS THAT CAN RESONATE ON A GLOBAL SCALE.