JUSTIN SAUL ON EFFORTLESS COOL, COMMUNITY CULTURE, AND THE FUTURE OF CALIFORNIAN STREETWEAR
If you’re not familiar with them, Elwood Clothing is one of those rare LA labels that feels simultaneously nostalgic and new. Based in Los Angeles and rooted in community connection, Elwood stitches together the city’s creative energy, its coastal nonchalance, and a reverence for vintage silhouettes. Their elevated essentials—intentionally designed, quietly confident, and effortlessly wearable—have become a kind of uniform for those who favour authenticity over hype.
At the centre of it all is Justin Saul, the designer and creative force guiding Elwood’s evolution. Born and raised in Malibu, Saul channels the easy, sun-bleached cool of his hometown into a brand that bridges skate, workwear and contemporary street style. His approach is grounded yet experimental, polished yet lived-in—echoing the duality of Los Angeles itself.
We sat down with Justin to talk about the early lessons that shaped him, the “good mistakes” that became brand-defining, and why the future of streetwear, in his eyes, belongs to community more than product.
ORIGIN STORY & EARLY LESSONS
You’ve said learning the manufacturing side first was “a blessing.” What did you discover early on that still shapes Elwood today?
Justin Saul: “Starting in garment manufacturing—designing, producing, shipping, managing product—gave me a respect for the process most people never see. I learned how crucial strong factory relationships are, and that understanding became our foundation. When you’ve seen how easily things can go wrong behind the scenes, you start approaching everything with more intention. You stop chasing perfection. You start building for longevity—pieces meant to be lived in, not worn once. That mindset still defines us today.”
When you stepped into Elwood, what was the most surprising challenge in turning streetwear into a global fashion label?
“Getting everyone aligned with my vision. What made sense in my head didn’t always click for others right away. Sticking to it was tough, but now everyone gets it—and that’s shaped Elwood into what it is today.”
Any early mistakes or ‘happy accidents’ that became part of Elwood’s DNA?
“One of our best-selling pieces came from a dye process gone wrong. The colour came out uneven, but it looked perfectly worn-in—authentically vintage. Instead of tossing it, we leaned in. It taught me to embrace the unexpected. Those imperfections are where Elwood gets its character.”
BRAND PHILOSOPHY & DESIGN ETHOS
Elwood is often described as bridging skate, workwear and contemporary street style. What’s the core identity in your own words?
“For me, Elwood is effortless, cool California energy. Growing up in Malibu, I’ve always loved that relaxed, beachy street style. Our pieces capture that feeling—easy, confident, distinctly California.”
How do you decide which archival pieces to modernise versus creating something entirely new?
“Intuition. I ask myself if the silhouette still makes sense today. Sometimes a new idea comes out of nowhere, and other times it’s a vintage piece that sparks something. It’s always product by product, drop by drop.”
Sustainability and longevity show up in everything you do—how do they guide your choices?
“We prioritise materials that last—high-quality cottons, durable blends that age well. Our silhouettes are practical and versatile, not disposable. We want pieces that can be worn for years, even passed down, while maintaining their integrity.”
THE CREATIVE PROCESS
Walk us through how a new collection begins—does it start with swatches, a story, or something unexpected?
“It depends. Sometimes it starts with the line plan—what we need as a business. Other times it starts with a product I’m personally excited about, something I’d wear, and then the story builds around it.”
Is there a piece that feels like the Elwood signature?
“Our relaxed pants. They’re casual but refined, built for everyday wear with details you don’t always see in basics. The fit evolves, but the vibe stays the same: effortless, worn-in confidence. That’s what we aim for every season.”
BUSINESS & GROWTH
How has understanding supply chains helped Elwood navigate material shortages, rising costs, and global unpredictability?
“Our factory relationships have always been everything. When issues come up—material shortages, tariffs, shipping problems—we handle them as partners. That trust lets us problem-solve quickly and stay steady through uncertainty.”
What’s the biggest shift in consumer behaviour since the pandemic?
“The DTC boom took off, but I think we’ve hit the peak. People want real life again—pop-ups, retail, community. That’s why our Nordstrom partnership has been huge. Consumers have endless options now, so staying authentic and showing up in ways that feel real is key.”
How do collaborations fit into your long-term strategy?
“We haven’t done a true collaboration yet, but we have some coming. Some will shift the brand in new directions, others build awareness, and some let us create things Elwood wouldn’t normally produce. Each serves its own purpose.”
CULTURE & COMMUNITY
Streetwear is driven by community. How does Elwood cultivate that connection?
“Community is everything for us. We’re intentional about creating real experiences—not just selling clothes. We hosted a Malibu summer event where the actual community was invited, not just influencers. We did a Venice coffee shop casting and some of those people ended up on a billboard. We’re leaning even deeper into that—more events, more interaction, more ways for our Country Club members to be part of the brand story.”
Skate culture has a rebellious soul. How do you keep that spirit alive as the brand grows?
“For us, it’s less about rebellion and more about the effortless lifestyle. That feeling is what inspires us and what we keep alive in the brand. We’re not trying to force an attitude—we’re preserving an energy.”
Has anyone—customer, influencer, or icon—shaped how you think about Elwood?
“It’s been cool seeing both everyday people and A-list talent feeling comfortable in Elwood. That mix pushes us to stay accessible but distinct. But honestly, it’s the everyday customers that inspire me the most. Seeing people wear Elwood in their own way reminds me why we design the way we do.”
FUTURE VISION
If you could take Elwood anywhere next—runways, new categories, retail—what’s on your wishlist?
“Expanding into new categories that complete the look—maybe sneakers or essentials. And definitely a retail store. Something physical where people can experience the brand fully.”
What does the next generation of streetwear consumers care about most?
“Two things: quality pieces people want to wear again and again, and content or collaborations that feel fresh. We aim to be that effortlessly cool Californian brand that outfits your whole closet—not just a niche streetwear label.”
One piece of advice you’d give your younger self starting this journey?
“Focus even more on community than product. Connection and experiences matter just as much as the clothes—and that’s only becoming more true.”
Elwood’s Sand Camo collection releases May 29, 2026 at 12PM PT.
Explore the full drop at elwoodclothing.com.
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