John Elliott Talks About the Time He and Kanye West Rode Stationary Bikes Together

John Elliott talks about his brand's rise to the top in a new interview with "WWD."

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Complex Original

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John Elliott is on top of the world right now.

Within the span of three years, the Los Angeles-based designer has taken his eponymous menswear brand and turned it into one of the most revered purveyors of cozy essentials. His luxurious take on athletic-inspired pieces have nabbed him a spot on GQ’s “Best Menswear Designers in America” list, a 2016 CFDA Award nomination, as well as some major celebrity co-signs.

In a recent interview with WWD, Elliott discussed his relatively fast rise to the top. He attributed the success to many factors, including strong communication with consumers, being selective when it comes to stockists, and having the support of fashion influencers—most notably Kanye West, who attended Elliott’s first NYFW runway show in 2015. The appearance was, understandably, a big deal for the Elliott; however, not many people know how he got Ye to show up.

“We actually met at a gym and rode a stationary bike for like an hour and a half and just talked. It was awesome,” Elliott told WWD. “But the thing about that show that was really cool was that there was great energy. I liken that show to a music analogy. That was maybe our first EP and I felt a lot of pressure because Mr. West is such an important cultural figure and there were a lot of people that came to that show and there was a lot of buzz around it.”

But, as many designers know, celebrity endorsements can only get a brand so far. Elliott’s creativity and smart business plan are really the foundation of the company’s success. He told WWD that when he formed the brand in 2012, he felt like he was also forming a technology startup—a company that had to learn on the fly, while also being innovative with what little it had.

“I saw this interview with Bernard Hopkins, a boxer from Philadelphia who had served time in prison, and he discussed prison innovation and how prisoners innovate with nothing,” Elliott explained to WWD. “I really took this to heart. We started with three fabrics: jersey, French terry and denim. We tried to create products that matter out of those three fabrications.”

Thankfully, Elliott hasn’t abandoned that concept.

You can read the full interview at WWD’s website.

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