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?
 

https://www.johnnie-o.com/