So, you want to launch a brand? But do you know how it all actually works? For this episode we invited our old friend Joseph Keefer, who has had a long career in fashion on all fronts; retail, production, merchandising, and design, and who has launched his brand JKEEFER in 2020 in New York City. Joey is one of us, he grew up in the skate, punk, and hardcore scenes in Washington, DC. He started in retail as a teenager, and has moved from gig to gig, slowly learning the ropes. On this episode we go through Joey's journey that has included gigs at Odin, the pioneering menswear store in New York, and SSENSE, among others. We talk about the golden age of New York City's men's fashion in the mid aughts, in which Joey has participated, working closely with designers Robert Geller and Siki Im, the nuts and bolts of merchandising and production, and how his various roles have informed his design practice. 

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