Somewhere in the midst of sun-drenched hills, beaches and valleys of Los Angeles, a bearded young man with sunglasses, short hair and athletic build wears a dark grey shirt that said "WKND Society", a black cap with a compass motif, black basketball shorts, leggings and Wayfarer-esque sunglasses. A silver water bottle attached to a hydration pack dangles from his hand. While it seems like he's modeling sporting gear for a Nike-esque ad, he is modeling freshly laundered clothing for Weekend Society, a Los Angeles-based clothing line. His name is Jason Joyce.

As one of the co-founders and owners of Weekend Society, Jason designs the line with his friend/partner Andres Andrieu, whom he met at Loyola Marymount University (LMU). While the school boasts The Hunger Games: Catching Fire Francis Lawrence and Grouplove's Andrew Wessen as alumni, Jason aims to brand himself as a fashion designer in a sea of aspiring filmmakers and musicians. While Weekend Society might seem like a brand that nobody outside of the L.A. area knows of, it has a strong following of nearly 30,000 followers on Instagram and collaborations with indie accessories labels such as Pura Vida and Daydreaming Away.

Jason chats to us about the origins of Weekend Society, designing clothes for men and women, producing locally, how the collaborations happened and the future of the brand.


You two met at LMU, where its alumni are mainly entertainers and filmmakers. Why did you two choose to pursue fashion?

We both respected each other's creative works (Andres with graphic design and myself with writing/music) so we started looking for ways to collaborate on a new project. Based off a very successful t-shirt Andres had designed for an on-campus event, we had at least one option in the back of our mind that integrated our various disciplines.

When we sat down to talk about a project we could work on together, we spent a lot of time talking about the importance we both saw in pursuing creativity and adventure, and how those small, joyous moments can be rejuvenating on the daily. This theme led to our mission, our name and our design direction. We knew that whatever we did, it was going to be multi-faceted, that it wasn't going to have just one output.

We wanted to start this adventure by sharing the messages behind our name and mission in the most visible and impactful way. We saw clothing as the perfect fit- a medium that would allow us to offer little reminders to the wearer, to offer satisfaction in the pursuit of "doing", which is what our brand inherently advocates.

Weekend Society is an extremely fascinating name. Was it the first choice when you tried to find a name for the line?

Our tagline- Never Grow Boring- came about pretty quickly, as we talked through the idea that you're never too young or old to pursue the things that you love, the things that fill you with a creative drive, that passion of being alive and in the moment. We knew the tagline was going to be the undertone of everything that we were going to do, however that alone wasn't going to work for our brand name.

It took us another few days or brainstorming, sketching, arranging and rearranging words until we arrived at Weekend Society, which clicked immediately.

You and Andres design for men and women. What brought you to design for men and women?

Many of our early designs were unisex, simply because we could hit a broader audience with the same releases. Nowadays our creative process, coupled with the success of the company on the business-side has allowed us to create designs specifically for certain fabrics, cuts or accessories that are more representative of gender-specific trends and allow for a better overall finished piece. This is an area of focus that has a constant ebb and flow, as determined by the tastes and feedback from our target demographic and our own designer intuition.

We see our target demographic as anyone that embraces our company's mission; anyone who is in favor of taking time to appreciate the little things, of not waiting until the end of the week to pursue what they are passionate about. Those are the people we consider part of our target demographic, and that very well stretches across all genders. Growing old is inevitable, growing boring is a choice.

The motto of the brand stated that WS is devoted to the wanderers, wild ones and those who believe that there is still a little mystery in the world. Did you have a specific person in mind when you created this motto? If so, how do you define the wild ones, wanderers and those who believed that there is still a mystery in the world?

We see our society members as those who are comfortable putting their own take on their style-both intrinsic and extrinsic - in their pursuit of what they are personally passionate about. From the super simple to more extreme adventures, creative-oriented or not, we represent those who are driven.

We see these qualities manifest in someone who recognizes that there is still a lot of unknown ground to be covered in his/her life- both intrinsically and extrinsically- and that the best way to start exploring the unknown is by getting out there and "doing".

The mystery part equates to the adventures to be had, the unknown yet to be found- an important foundation for the journey to come.

The entire line focuses on tops - sweatshirts, tank tops and t-shirts - and hats (e.g. beanies and caps). What brought you and Andres to design tops and hats?

We want to bring an intentionality to every aspect of what we do. From social media to our approach for spreading Weekend Society across different channels, this intentionality keeps us focused. We came in from the start saying that we want to grow this adventure organically, and so far that has worked extremely well. That began with us creating tanks, shirts, outerwear and hats, and has since expanded into more accessories and cut and sew pieces.

As the brand continues to grow, and our mission cements itself within our designs, we are allowed more creative freedom for how and what we craft. This can be seen in our Del Mar Summer shorts (our first cut and sew release from a few summers ago) and our Vintage Key Necklaces-which incorporate vintage picking with modern laser technology.

2016 and beyond has us already planning for more cut and sew pieces, a broader outerwear section, more shorts and leggings offerings, and a few other accessories that expand beyond wearable fashion.

In addition, you've collaborated with California-based jewelry designers such as Daydreaming Away, whom you have a necklace range with, and Pura Vida, whom you've co-designed a bracelet with. How did these collaborations happen and what was it like to work with them?

Puravida Bracelets reached out to us about doing a collab. That ended up taking the form of a custom bracelet that we created together, and now offer in our online shop. That was one of the first instances of us of having the opportunity to work with a company a bit larger than us at the time, that is equally passionate about its mission. We both saw a point of intersection that made sense for the fans of both our brands and ran with it.

Another cool collaboration opportunity came last Spring when we partnered with Sambazon and TICLA to gear up one lucky person with everything they'd need to take a wilderness camping adventure. This was another case of seemingly different brands coming together to promote a concept that is central to all of us and encourage our respective followers to learn about complementary opportunities and products from these two other companies, and have a chance to live out our mission by getting out into nature.

We reference those two collaborations specifically because they have set the stage for how we will look at opportunities in the future. These instances show how the ideal collaboration might not be one that we readily and quickly identify, but that comes from a coalescing of like-minded brands that have a chance to better a product or experience by working together, than going it on their own.

The clothes and accessories are designed and made locally in L.A. Why is it important to source things locally?

Quality and comfort are important aspects of our brand, so finding and designing with the right fabrics for each of our pieces is essential. We pride ourselves on being a Made in the USA, sweatshop-free, environmentally conscious company, so all these factors must be taken into account when creating our clothing. This all equates to the very literal hands-on part of the research we do.

At this point we can find all that we need in Los Angeles, and are able to exercise a high level of control throughout the entire process, which is important for us as we grow- being able to maintain the brand's integrity.

Just recently, you just got 29.4K followers on Instagram. Do you feel that Instagram has helped your brand grow?

Most definitely...If you would have asked us at the start where we would see our clothing at this point in time, I don't think we would have predicted that you could find us all over the world. Through customers' orders and the boutiques that carry us, one day it is New York, the next it's Australia, Switzerland or Alaska. That in itself is an adventure that our creative work is on. Getting to share extensions of ourselves and have our ideas embraced in all of these different places, because people have discovered us through an online post, that's pretty wild in our opinion...and is in itself, the rudimentary function of social media.

Instagram, though just one of the many social tools we use, allows us to connect with our audiences, in the most appealing medium for this market- visual storytelling.

Our supporters and Society members understand and embrace our mission on a daily basis. We get to follow along with their adventure as they tag us on social media (#wkndsociety). One such picture tag that came our way was of a girl across the country who had tattooed our tagline- Never Grow Boring- on her ribs, as a little, daily reminder. To have our creative outputs resonate that deeply with someone... that was something neither of us pictured might happen to such an extent when we were just starting out. Not only was the experience amazing, but the only way we knew this happened was through a post she tagged us in.

And while we do like to give credit where it's due, we know that Instagram is just one piece of the puzzle in reaching our audience. The mobile shopping app SPRING has been another important tool for us, for example. The app allows us to not only tell the brand's story through visuals, but also offers a simple, easy way for people to join in the adventure with one-click shopping. While not as widely used as Instagram, we have over 100K followers on that platform alone, which just goes to show that you can find your target audience through many different avenues.

Where do you see the future of Weekend Society?

If you went up to five random people on the streets and asked them what Weekend Society is about, they would be able to tell you bits of our mission or tell you that they have made it their own mission to "never grow boring". We [also] want people to show up to large-scale events expecting to see WKND iconography and/or our presence there. Then, forty years from now we want you to see some of our gear in the vintage revival section of pop culture-based, Urban Outfitters-esque stores of 2055. Those are just a few indications that we are continually growing the brand effectively; that's where we want Weekend Society to be, always perpetuating the adventure.

Note: This interview was conducted near the end of 2015.