In the Spotlight: J. Logan Home Gives New Life to Vintage Scarves
Designer Logan Horne started his J. Logan Home brand during the pandemic as a project to cure his boredom, and in roughly four years has grown the label into a celebrity favorite.
Horne, who worked as a celebrity stylist for over a decade, has quietly built his label out of West Palm Beach, Fla. to offer men’s shirts, boxers and home decor made from vintage scarves from fashion houses like Chanel, Yves Saint Laurent, Hermès and others to give a new life to the pieces.
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“It stemmed from really starting to think about the future of how men would dress up to go to the office because at that time we weren’t going to the office,” Horne said. “So I started thinking about these quintessential men’s items like the necktie and the pocket square, and eventually the women’s scarf and how they would fit into this new era post-COVID world if they would be as prevalent as they once were.”
Horne explained his design process begins with scouring online resellers like The RealReal and Vestiaire Collective, as well as local estate sales to find vintage scarves. He then works with a seamstress, who previously worked with Vera Wang, to assemble the shirts.
Each shirt uses three scarves, which are all from the same brand and have a common theme, like a color story or similar print. He finishes the styles with vintage buttons also from that design house. He explained he chooses not to mix brands for a style to keep the integrity of the design house.
“I really wanted to maintain a very high-level product that really serves as an homage to these brands,” he explained. “That’s really what I’m trying to do at the end of the day. I’m not trying to create a product and pass it off as Chanel. I’m trying to create an homage to Chanel that really shows the history of the brands and these codes and themes that each house has uniquely and that each designer interprets over the years.”
Horne’s brand has quickly gained a celebrity clientele, who include the likes of Dua Lipa, Kevin Hart, Emma Roberts, Dwyane Wade and Travis Kelce, who has worn the designer’s pieces on multiple occasions.
Earlier this year Kelce wore a J. Logan Home dress shirt made from a flamingo-printed Chanel scarf at the Revolve Festival in April, and later made headlines in November when he attended Taylor Swift’s Eras Tour concert in Argentina wearing another style from the designer, this time a multicolored silk shirt made from vintage Yves Saint Laurent scarves. Kelce’s style moments were huge for Horne, who explained business has been like “a circus.”
“Travis is an obvious customer and like an unofficial face for the brand because he is so adventurous with his style,” Horne said. “He loves color and he loves pattern and, obviously, he loves luxury brands. So I think he really appreciates what I’m doing because of [the shirts’] originality, of course, but also because it’s a great look.”
Aside from the Kelce style moments, Horne has experienced other milestones in the business. He embarked on his second major retail partnership with Kith earlier this year, entering the retailer’s locations in Paris and the Miami Design District. The brand is also offered at all of The Webster’s locations, as well as several hotels globally.
Going into the new year, Horne explained his plans include focusing on his own e-commerce site, which he recently relaunched, as well as increasing production of his unique styles.
“The cool thing about my brand is I never know where the things end up,” he said. “The Travis Kelce shirt for example, I haven’t seen that shirt in over a year — the one that he wore in Argentina. That’s the beauty about my brand. It’s like a ‘Where’s Waldo’ of J. Logan Home pieces.”
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