Upstart Men’s Fashion Brand JONNY IV Breaks the Rules with Kickstarter Video

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Jonny IV (http://www.jonnyiv.com), a new men’s fashion brand targeting guys 18-25, releases a funny Kickstarter video that is a refreshing change from the serious, idealistic campaigns that dominate the crowdfunding site. The video features a model named Jonny, who gives cutting advice to the average Joe viewer, while also introducing their new brand and tee.

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While we are serious about design and quality, tongue-in-cheek humor is also core to our DNA, along with our fashionable apparel at an ‘un-ridiculous’ price.

“We wanted to make something that stood out from the crowd of cookie-cutter, feel-good videos,” said Founder and CEO, Eugene Kang. “While we are serious about design and quality, tongue-in-cheek humor is also core to our DNA, along with our fashionable apparel at an ‘un-ridiculous’ price. These are typically taboo arenas in fashion, and we are here to break the mold in an entertaining way.”

Jonny IV is planning to launch their ecommerce site with a broad product assortment at the end of May this year. Until then, customers will be able to get a piece of the brand by pledging on their Kickstarter page (http://kck.st/1cTp8Cb). Kang says that the ecommerce business model allows them to bypass the middleman thereby passing on the savings to consumers. “Ecommerce changes the traditional retail game by allowing us to operate more efficiently and expeditiously. This is critical for any fast-fashion retailer,” comments Kang, a former executive at Forever 21.

The company is hoping to capitalize on the $41 billion fashion ecommerce market, with men’s in particular growing at 13% annually (source: NPD). While it has company, with Bonobos, Indochino, Frank & Oak and others in the space, Kang says that these players target a much older demographic. “We are focusing on the younger guy who’s a little bit edgier when it comes to style. Our aesthetic and clothes will reflect this difference and will appeal to this overlooked customer,” said Kang.

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