Johnny Schwartz has fashion in his blood.

His father is the founding father of ABS by Allen Schwartz, the womenswear brand that he founded in 1982 and sold to an investment firm last 12 months. And his paternal grandmother operated The Town Shop on Latest York’s Long Island.

After graduating from Boston University with a level in promoting, Johnny Schwartz cut his teeth at ABS as marketing director for 4 years. However it was throughout the pandemic that the Los Angeles native decided to branch out on his own and created Yony, a menswear brand that provides an updated tackle classic American styles produced using sustainable materials and processes at any time when possible.

Because the brand explains on its website: “Yony exists to shift menswear to a more sophisticated look while creating probably the most transparent and ethical supply chain possible. Our clothing represents a refined tackle Americana. Inspired by the ‘50s, we create clothing to modernize a glance that’s long lost. We challenge ourselves to design pieces that can last for years to return.”

The gathering is cut, sewn, washed and dyed in L.A. from traceable fabrics that include organic cotton, twill, denim and wool.

Now in its third season, Yony, an English derivation of Schwartz’s first name in Hebrew, offers a large assortment of styles and silhouettes corresponding to an oversize wool herringbone coat that “screams old-fashioned,” he said, in addition to a patchwork chore shirt, tailored flannels, suede shirt-jackets and cowboy embroidery. He also offered traditional suits for the primary time this fall in a herringbone pattern with fully lined trousers.

Other key pieces include a British wool bomber with an elastic waistband and ribbed cuff, structured salvage denim jeans and a pintuck corduroy double-pleated pants and chore jacket that “you possibly can beat the hell out of,” he said. There are also oversize waffle knit thermals, camp collar shirts, traditional oxford shirts with covered buttons, and jacquard cardigans that seem like a grandfather would wear.

After which there’s what Schwartz calls the “showstopper,” matching ‘50s-inspired jacket and pants embellished with 46 patches inspired by Western movies.

Prices range from $55 for T-shirts and $175 to $315 for shirts, $275 to $325 for pants, $650 per piece for the patched Western-inspired pants and shirt and $1,350 for the herringbone overcoat.

The brand started off as direct-to-consumer only nevertheless it operates a store at 118 South La Brea Avenue in L.A. Schwartz said he initially took the space as a three-month pop-up, nevertheless it was so successful that it’s remained for greater than two years.

Last fall, Saks Fifth Avenue and Farfetch picked up the gathering as well, marking Yony’s entry into wholesale.

Going forward, Schwartz said he hopes to get his brand picked up by “top-tier e-commerce sites, sprinkled with one of the best stores within the country.” He believes that success will come from a two-pronged strategy of selling each wholesale and direct-to-consumer “so that you’re not depending on anyone thing.”

Beyond that, he hopes to proceed growing the brand organically and slowly expand its reach. “We’re going to maintain telling our story — we don’t pay influencers or celebrities to wear our brand.”

He also has hopes of someday collaborating with a few of the brands he most admires corresponding to Ralph Lauren and Converse, “two staples of American fashion,” he said. And as an avid tennis player, he’d also wish to someday work with Wilson. “I feel that will be cool.”