BILLY, founded in 2017, is ready-to-wear, designed by Holly Jovenall and handcrafted in Los Angeles, California.
Rooted equally in the streets of Los Angeles and the fields of Western Pennsylvania, BILLY Los Angeles represents the confluence of influences that make for a uniquely American story.
The regions that innately seem so disparate, share many of the same style cues when brought into focus by Holly. Raised outside Pittsburgh, Pennsylvania, by her horse farming father Billy Jovenall, the Los Angeles transplant began her career as a stylist with an innate sense of what men want to wear.
Using unique washing and aging techniques, BILLY Los Angeles encompasses the many aspects of the modern man - comfort, utilitarian, understated cool and refined with just a hint of danger. The duality of the American condition - the rural desire for pace of the city and the urban pining for a connection to nature - is brought to beautiful and powerful reality in these clothes. They are instantly recognizable and desirable yet somehow new.
BILLY Los Angeles is the wardrobe he’s always thought he had but never quite did. Clothes for living - no matter where you live.
BILLY’s comfortable basics are multidirectional and can be elevated or slouched in. Attention to silhouette brings a casual elegance, enhanced by hand distressing and hand screened details. Elevated outwear, trousers and tops are foundational but subversive in their proportions and bend simplicity into something entirely new.
The highest quality fabrics are used. Made in Japan and Sourced mainly in Los Angeles with highly renounced fabric house. Some custom fabrics are made domestically in Los Angeles, California.
All garments are designed by Holly and produced and overseen by herself and her team in Los Angeles, California.