JJJJOUND, Sporty&Rich And The Rise of The Moodboard

Moodboards are in no way a new phenomenon. From ripping the best pages of your magazines to creating collages and scrapbooks, moodboards been present way before we entered the era of digital. And that’s because their importance, especially in a professional context, is undoubtable. The need for visualisation is one that has not many can argue with, including the avid believers of corporate principles, since mood boards are often the most effective way to get the members of a project on the same page. In both matters of personal development and teamwork, the ability to clearly and more tangibly define the vision of a project can truly be life-changing. 

In the digital world, mood boards became a huge thing with the arrival of Tumblr and Pinterest, and for some, they still are. With the rise of instagram however, and the slow but steady decline of those other platforms, mood boards had to migrate in order to maintain their relevance. This democratisation of image curation has lead us to today, where there is a huge pool of moodboards, some curated by bloggers, others by creatives, and others anonymous, all ready to inspire you with their beautiful feeds. There’s a moodboard for everyone, with many of these profiles having huge followings that embrace their religion of good taste and beautiful visuals. 

But what is the potential of a moodboard profile? What are these profiles going to do with their thousands and thousands of followers? Some of them have found a way to monetise their power by giving shoutouts in exchange of a momentary compensation that depends on several factors including the time the post is up, the image quality etc. Others, however, have bigger ambitions for their future: Brands. 

Take JJJJOUND, probably the most famous example. Behind JJJJound is Montreal-based designer, curator and creative, Justin Saunders. Saunders launched JJJJound as a personal blog in 2006, well before Tumblr and Pinterest came to be. The website stood out and started receiving attention around 2008, when he removed all text from it and officially transformed it into a personal “mood board”—which he insists it still is to this day, with updates being referred to as “new moods”. As users scroll down, they’re captivated by the  never-ending stream of photographs without captions, all in the same color palette, and all equally aesthetically-pleasing. Following its transformation in 2008, the blog’s reputation skyrocketed and by the turn of the decade, JJJJound was one of the internet’s most esteemed tastemakers. The period around 2013 represents a key moment in JJJJound’s evolution, since it came to exist outside of its digital realm, and started creating a footprint in the real, physical world. It all began when HVW8 Gallery in Los Angeles hosted “Correspondence”, an exhibit comprised of paintings of emails between Saunders and his friend, Claudio Marzano. Along with the exhibition came some merch that included canvas tote bags and, before long, more JJJJound-branded products began to pop up on the “Shoppe” section of the website. Over the years, JJJJOUND has turned into a design studio and a brand. From sweaters to caps to socks and beanies, the Shoppe was soon filled with a tasteful mix of minimal clothing as well as everyday items like dog tags, coffee mugs and reusable water bottles. And needless to bring up the numerous, impossible-to-get-your-hands-on products that were created in collaboration with world famous brands, among which New Balance, Vans and A.P.C.

Now take Sporty & Rich. The moodboard-turned-magazine-turned-brand founded by Emily Oberg is yet another project to extend its reach beyond image curation. Sporty & Rich started as a moodboard and soon after launched its first magazine issue, on May of 2016. The brand now offers a beautiful selection of products, ranging from sweaters, caps, tees and tote bags to iPhone cases and reusable water bottles. In the words of Emily Oberg: “Sporty and Rich began as a mood-board for life; a collection of images from the past and present that represented a life surrounded by beauty and fashion. This soon transformed into a lifestyle magazine which covered design, love, and creativity. With this vision still in-mind Emily Oberg strived to create something bigger, to create garments and accessories that embodied these very things and beliefs. Today Sporty and Rich offer a collection that is in tune with everything streetwear and fashion, while  maintaining its simplicity and charm.”

The business’s success comes as no surprise to those familiar with Emily’s background at Complex and to her already established fanbase, who seemed to be supportive of her new venture from the get go. However, just as with JJJJOUND, it does seem that her brand, a lifestyle brand, appealed to many for its design values and timelessness. Emblematic to the brand’s growth and its surfacing on fashion consumers’ radar has also been the collaboration between Emily Oberg and Harmony Paris, a brand founded and owned by David Obadia, Oberg’s partner. The two creatives, who seem to share a passion for timeless yet contemporary design, joined forces in order to create collections characterised by simplicity, high quality and attention to detail, all values that are common in their brands.

Instagram post by Sporty & Rich * Oct 25, 2019 at 11:44pm UTC

2,131 Likes, 15 Comments - Sporty & Rich (@sportyandrich) on Instagram

The prefect grocery bag. Drops tomorrow 🥬🥕🥦

1,233 Likes, 15 Comments - Sporty & Rich (@sportyandrich) on Instagram: "The prefect grocery bag. Drops tomorrow 🥬🥕🥦"

When observing these two brands, a reoccurring pattern, a common denominator per se, is easy to notice, and that is the underlying notion of promoting good design, good taste, longevity and class. The concept that the products, designs, and images that are shared and promoted by them, are some that in contrast to today’s ever-changing trends and fads, will last forever. And in a world where everything seems to be fluid, and objectively good taste seems to be impossible to find, these moodboards have cracked the code to certainty, stability and timelessness. The perpetuation of this idea collects a crowd of believers who hold on to it, in hopes that they have finally found the key to what many will describe as fundamentally good design.

Another reason for the success achieved by these brands, is the fact that they sold their image before they sold their product. They attracted an audience and created their “brand” before even having anything to sell, which meant that you didn’t have to come from a certain background or class to become part of their universe. Therefore, in this new form of elitism, one ruled by the principles of good taste and good design, all you needed to be included was a) to be aware of its existence; b) to share their vision in what they describe as “good taste”.  

In addition to that, when launching their products, these now brands presented themselves as lifestyle brands, ready to create products that will accompany you in every aspect of you life. A 360-degree design studio providing you with clothing, accessories, your water bottle and your bike. And your iPhone case. Thanks to that, they are now brands that resonate with customers across the spectrum, making it able for them to embrace the religion of good taste in every aspect of their lives. And if their customers can’t afford their creations, they can still be part of the exclusive dream, simply by knowing who these niche brands are.

Taken together, there is a certain timelessness to JJJJound moods and JJJJound products, just as there is in those by Sporty & Rich. You can scroll through their archives for hours and even if you look back years before, none of the products or images that have been shared feel dated. And that is where their magic and success lies. There, and on their ability to create products that can accompany you in every aspect of your life. The products being put out by them are exactly what one would see when scrolling their moodboards; they’re simple, practical and emblematic of the aesthetic that they have managed to make their own.