Not everyone gets to climb a mountain twice. Almost 20 years ago, Chris Knott built a brand called Peter Millar working out of his closet, turning it into a global force in the process. And now he’s doing it again with his new partners at johnnie-O. Chris talks about how his merchandising knowledge and his sense of design come together to help him make very special things.
Not everyone gets to climb a mountain twice. Almost 20 years ago, Chris Knott built a brand called Peter Millar working out of his closet, turning it into a global force in the process. And now he’s doing it again with his new partners at johnnie-O. Chris talks about how his merchandising knowledge and his sense of design come together to help him make very special things.
00:18 - Chris Intro
01:33 - How Chris got here
07:03 – johnnie-O Style
10:12 - Distribution Strategy
13:46 - Label vs Brand
16:03 - Brand Articulation
20:16 - Near Luxury Casual
22:52 - Is the SoCal lifestyle aspirational everywhere?
25:38 - Value
32:33 - Who plays Chris Knott in the movie?
33:55 - Where can you find johnnie-O?