John O’Donnell, founder of the popular clothing line johnnie-O, was born in St. Louis, and raised in Chicago. After moving to the West Coast to attend college at UCLA, he was inspired to combine the preppy style from his youth with the laid-back, surfer aesthetic of California. That was 2005. Today, johnnie-O, which can be found locally at Crescent Coast, Mister Guy Men’s and Women’s, Fun in the Sun and Dandelions, is a favorite among both celebrities and athletes, including Adrian Grenier of Entourage and athletes Pete Sampras and Drew Brees. O’Donnell will be in St. Louis Sept. 19 for a party in his honor at Crescent Coast.
T&S: How deep are your St. Louis roots?
JO: My grandparents are from St. Louis and my parents were born and raised in St. Louis, so I’ve got a rich history of ancestors from the city. There are seven kids in my family [including actor Chris O’Donnell], and the first five were born in St. Louis—I was the last—before we moved to Chicago. We’d return to St. Louis every Thanksgiving to visit relatives, and I still get back to this day.
T&S: What do you attribute to the brand’s success?
JO: There is an appetite for a brand like johnnie-O that marries East Coast/Midwest with southern California surf culture. I have had a lot of support from family and friends. I introduced it to the right people and right consumers, and I got the brand into strategic shops.
T&S: The brand describes its aesthetic as West Coast prep. Why does this appeal to consumers?
JO: The preppier guys can stay in their comfort zone because the garments are versions of clothing they’re familiar with. But the way we package it and our logo and hangtag give it a slightly different feeling, so they get that surfer vibe without having to put on a big floral shirt. And for people in the surfing community, it gives them the opportunity to dress it up more than usual. Everyone stays within their comfort level and gets a taste of both worlds.
T&S: Anything new on the horizon for johnnie-O?
JO: We’ve got a lot of new products and product categories coming. Everything from men’s and boys’ pants to a new swim category, sweaters, new colors and new performance hybrid shorts.