The Minimalism of JJJJound
With 2025 in full effect, a new round of sneaker drops is on the horizon. One of the most anticipated drops in January is from JJJJound and New Balance, specifically a pair of “Mushroom” New Balance 993s (and yes, that is how you spell JJJJound).
There is no shortage of brands in the streetwear space, nor is there a shortage of shoe collaborations in sneaker culture, but JJJJound is bringing a different perspective that’s worth highlighting. They do it all through the lens of minimalism: extreme simplicity—conciseness, even.
In true JJJJound fashion, this week’s deep dive about them is much shorter than our usual reads. Concise, even.
Let’s get into it.
THE BACKGROUND
JJJJound originally began as a digital mood board in the early2000s, curated by a designer based in Montreal named Justin R. Saunders.
Originally, it was a personal project that Saunders says was intended to analyze recurring patterns found in design.
He would share inspo that reflected his minimalist vibes, which eventually attracted a following on social media platforms. Over time, the mood board’s strong visual identity evolved, and Saunders began releasing collaborative products under the name JJJJound.
JJJJound’s first products included tote bags and glasses, and its logo reflected the brand’s design principles. Moreover, as Saunders began to carve out his lane in the fashion world, this eventually led to collaborations with other established brands.
JJJJOUND’S DESIGN PRINCIPLES
JJJJound’s main design principle, especially when collaborating, could be described as deceptively simple.
For instance, as Sneaker Freaker notes in their history of JJJJound collaborations, many of their reimaginings of famous sneakers have the same qualities as the factory version (form factor, logo, etc.); however, a pair of New Balance 990v3’s, for example, might feature a slightly different shade of brown, and a pair of Vans will have a heavily weighted fabric or premium canvas.1
It’s clear that their subtle design tweaks are also about gauging how much consumers pay attention to (and respect) the small details of the apparel and shoes they wear.
Even when you consider JJJJound’s rollouts for their products, much of the promotion happens on social — true to their mood board days, and they don’t do much press.
The hype generally comes from die-hards in the sneaker community and the go-to publications in that world, which testify to their understated methods of working.
FREQUENT COLLABORATORS
JJJJound has a handful of collaborators with whom it has frequently collaborated over the past few years. Many of the co-branded drops it produces sell out and go for thousands on the re-sell market.
Here are a few that stand out.
I. New Balance
JJJJound and New Balance have collaborated with each other frequently over the years, and by quantity alone, NB is probably their most frequent collaborator. Together, they’ve dropped a few sought-after shoes, including a pair of 993s that should have dropped a day before this newsletter.
However, one of the most talked about collabs they’ve done with New Balance is a two-pack of New Balance 992s; one brown and the other green. To date, these are some of the most expensive JJJJound x New Balance shoes on the resell market.
II. Reebok
Reebok is another early JJJJound collaborator with whom they’ve reimagined several silhouettes.
Like many of their other collabs, JJJJound updated some Reebok classics with a light but impactful touch. For example, they upgraded the leather and the material inside the shoe from regular cotton to Terry Cloth.
Their first shoe together, a retouched pair of Club C 85s, consisted of less than 2,000 pairs.
III. BAPE
Amongst sneakerheads online and in various publications, some of the most respected JJJJound collaborations come from their work with BAPE on their eponymously named sneaker, The BAPE-STA. This collaboration is a personal favorite of the ones I’ve seen so far, too.
JJJJound has released several pairs of shoes with BAPE. However, their first collection, “A Tasteful Ape,” shows how minimal upgrades can go a long way. To the naked eye, they appear to be regular BAPES, but the details (the leather, rounded laces, etc.) are all premium upgrades that greatly set them apart.
EPILOGUE
JJJJound is one of the brands in streetwear that’s withstood the test of time — evidenced by the constant debates online about their designs, commitment to minimalism, and whether they’re still pushing the envelope or not.
Wherever you fall in that debate, I think it’s good to see what principles guide their work and why they’ve been able to stick around while many of their contemporaries haven’t.
If you find yourself looking to add to your closet this year, consider picking up a pair of their shoes or just head to their store for some inspiration. Either way, you can’t really go wrong. That’s just my two cents.
One.
Sneaker Freaker’s Guide to JJJJound Collabs is one of the best out there and really helpful in providing a timeline & understanding of JJJJound’s impact on sneaker culture. (Sneaker Freaker)