Jonathan James William established his eponymous menswear label in 2024, shortly after completing an MA in Menswear Design at the prestigious Central Saint Martins. It was here that he was a recipient of the British Fashion Council's 2023/24 MA Scholarship.

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Born in a small Northern working class town on the outskirts on Liverpool, this humble upbringing has very much informed the designer's practice, whilst the fear of failing in fashion and being trapped in this suburban world remains a constant source of inspiration. Another common thread that runs through Jonathan's work is his distant ancestor, Charles Darwin and his theory on evolution through means of Natural Selection. Enabling those wearing the Jonathan James William label to evolve theoretically into the beast that lays dormant inside of them, striving for an awe of presence and confidence.

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The brand explores the nuances of masculinity through seamlessly analysing the opposites and contradictions involved with it; dominance and submission, reality and fantasy, good taste and bad taste, oversized and shrunken, dreams and nightmares. Composing an aesthetic that delves into the psychology of men's tailoring and formal office wear by subverting what has been perceived as the "masculine" and "dominant" male stereotype throughout society into that of something more submissive. A fascination with workwear and mundane office life is juxtaposed with the freedom of expression found in BDSM and techno culture. Blue collar meets white collar meets leather bondage collar. Culminating in a precise body of work that is familiar to us all on its surface, yet beneath the layers lies an eerie world of fetishes and fantasies. Thought provocation and intellect is the pulsating beat inside the heart of the brand.

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It's not for everyone...​