"I’m excited to introduce our new logo and brand colors. Reflecting diner waffles and frilly dresses from the south, the new logo acts as both a monogram and a symbol to the overlapping and entertwining ideals of the American Dream. While the color pallet is an update on the Americana aesthetic and the traditional red, white and blue.
With this step, we’re entering a new era. As we near our 9th year in business and settle into our new home in New York City it’s important that we continue to define and expand who we are as a brand. It is my hope that over the next few months as we launch our first RTW collection and expand into content creation and creative services with the #JawbreakingStudio (more info coming soon) we can continue to grow into a business that stands at the zeitgest of the millennial generation.
We’ve always been for the cool kids on the internet and that isn’t going to change. We won’t stop going to concerts and ripping holes in our jeans. We’ll continue to drink too much, laugh too loud and take too many selfies. But as we do that, we want to have great experiences, empower our generation and create dope shit." - Jefferson Ellison, Chief Creative