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Jonathan Sawyer

Writer. Storyteller. Strategist.

About

I am a writer, creative director, and brand strategist with 16+ years bringing stories to life across style, culture, and wellness. I build brands through strategy, storytelling, product positioning, and content that connects.

Clients

NOBULL, Highsnobiety, Hypebeast, Complex, Equinox Fitness, Moose Knuckles, adidas, Alpha Industries, Medicom, Swear Footwear, Sean Combs, Dwyane Wade, BAPE, Flannels, Moon Boot, Braun, Disney, Unimatic, Wilson, Café de Flore, Dickies, Gramicci, Hot Wheels, Coca-Cola, Bar Basso, A-Trak, Sutaare Clothing, Dream Sequence Records, Jack Wolfskin, Diptyque, Under Armour, New Era, Rapha, Speedo, Jacob & Co, RUF, CVIRO, GXNXVS, Eric Dingus, Bobby Biscayne, Nick Nikon, KE on the Track, Kronic, and many more

Work

Highsnobiety •

Cycling Style Is a Serious Sport

Cyclists are more concerned with their performance attire than most athletes. Sure, the majority of sports-related activities have a preferred uniform, but cycling takes it to another level. There are a number of unwritten rules when it comes to your kit — most of which are extremely strict and therefore aren't for everyone. But, thanks to a handful of collaborations over the last years (shoutout to Supreme x Castelli) and the general interest in riding on the up, many of these kit rules can tra
Highsnobiety •

Patagonia Has Been Telling You to Vote the Assholes Out for Years

By now most of you have probably seen Patagonia's "Vote the assholes out" tag that went viral earlier this month. While many automatically assumed the message was directed at the Trump administration, the California-based clothing company has since come out to reveal that the statement applies to all politicians who deny or doubt climate change.

The tag can be found on Patagonia's "Road to Regenerative" shorts. As revealed by the brand's director of global communications and public relations, C
Highsnobiety •

Why Are These Gucci Models Holding Their Own Heads?

Gucci's FW18 show in Milan was one for the books. Alessandro Michele brought out all the stops, as the runway event was held in an operating room, thus highlighting models carrying everything from dragons to severed heads.

Now the question is — where exactly did all this spawn from?

It's been well documented that Alessandro Michele has a vast appreciation for history and art, some might even call it an obsession. As Gucci points out, the utilization of a dragon, or a mysterious creature, stems
Highsnobiety •

Rick Owens Reshapes the Converse Chuck 70 Like Only He Can

Curated by Highsnobiety and presented during the time period formerly known as Paris Men’s Fashion Week, “Not In Paris 2” is our second in a series of bi-annual digital exhibitions celebrating creativity in the age of remote interactions. Head here for the full series and cop our new merch via our online store.

Rick Owens debuted a new collaboration with Converse today during his Fall 2021 show in Venice. The DRKSHDW project finds Owens reimagining the iconic Chuck 70 in a manner that is true t
Highsnobiety •

The WNBA Has Better Jerseys Than the NBA & Fully Deserves It

Nike is finally giving the WNBA the uniforms it deserves. This week, the brand debuted three new uniforms for each of the 12 teams in the league, with a focus on refined fit and meaningful storytelling.

“When our team met with our athletes, their feedback was very clear,” said Tania Flynn, Nike VP of Women’s Apparel Design. “They wanted a uniform that fits them, not one they have to fit into. They wanted a connection to their team and fans, but also wanted to express their personal style. And t
Flannels •

Sneaker Series: Contemporary Trainers

Jonathan Sawyer, sneaker afficionado and Highsnobiety insider, talks us through how to go about choosing your next pair of big investment trainers.


Ask virtually any fashion-aware individual what they notice first about a person's outfit, and the majority of the time they'll tell you footwear. In essence, whatever you have on your feet is pretty much the centre-piece of your ensemble. Now that doesn't mean that your shoes must be the most expensive item you’re wearing, but they should, of co
Highsnobiety •

Back in Atlanta, Cam Newton Remains A Man of the People

Cam Newton—the touchdown celebrations, the dabs, the trash talk — yeah, that's him, but as with all of us, there's so much more behind the all-pro quarterback. At the ripe age of 28, Newton is a man of the people. He's a father, philanthropist, artist, creative director—the list goes on.

To the casual observer, Newton is a larger-than-life (in more ways than one) football player. Standing at six feet, five inches tall and weighing in at 245 pounds, the former Heisman winner is a mammoth human b
Highsnobiety •

What Happened at Capitol Hill Was Not a Protest

After supporters of President Trump violently stormed the government yesterday, the US Capitol is once again secured. The insurgence came after Trump urged his supporters to fight against the ceremonial counting of the electoral votes that will confirm President-elect Joe Biden's win. Following the chaos, Trump has been blocked from Facebook and Twitter.

At the end of a long day and night marked by chaos and violence in Washington, Congress certified President-elect Joe Biden and Vice President
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