private stock

Private Stock is a lifestyle and luxury menswear label offering a range of apparel and footwear with a cool, laid-back edge. The brand operates under the ethos that "the luxury of simplicity" is paramount, priding itself on understated designs and modern craftsmanship. Founded by designer and entrepreneur Jon Koon, the collection was initially launched as a denim line in 2011 and is inspired by his extensive world travels. The design aesthetic is described as what happens "When Europe met Japan, got married in Hong Kong and took a honeymoon in New York City". Each item is thoughtfully designed with functionality in mind, using fine fabrics and materials sourced globally, from Italian cashmere to Japanese selvedge denim. The product range includes everything from asymmetric t-shirts and luxuriously knitted sweaters to elegant leather sneakers. The brand is aimed at the culturally curious and worldly individual and is distributed through influential department stores and fashion boutiques worldwide.