Brand Statement

Private Stock, by Jon Koon, is a lifestyle brand inspired by a global perspective on progressive fashion, style, and art. Fueled by creativity and the passion to pursue excellence, the brand is an electric culture that defines individuals who live to aspire.

Private Stock aims to push the imagination beyond all borders, engulfing in pure energy and free space, finding allure in the essence of simplicity. This creative enlightenment is the root of its ideological evolution and the conceptualization of its collection.

Private Stock products exude understated styling, distinctive aesthetics, and exacting craftsmanship. Cultivating the perfect harmony of rare fabrics, fine hardware, and precise details, each Private Stock piece represents true distinction and exclusivity.

Private Stock is the luxury of simplicity.

Jon Koon

Jon Koon is a Chinese-American entrepreneur, designer, artist, photographer, and manufacturing guru.

As a young aspiring visionary, Koon has traveled the world extensively in search for fashion, trend, culture, photography and business, resulting in keen understandings of global fashion lifestyles as well as expertise in product development. After two successful design and manufacturing ventures, Koon launched Private Stock, his personal, luxury menswear line.

As the name suggests, Koon’s lifestyle brand alludes to exclusive goods, tucked away and reserved for those in the know and with the means to afford it. Fusing East and West, Koon describes Private Stock as “when Europe met Japan, got married in Hong Kong and took a honeymoon in New York City”, and the collection represents his vision of tomorrow’s global fashion house.

In April 2013, Koon opened the critically acclaimed “anti-retail” Private Stock flagship at the historical 76 Wooster Street, the last home and studio of Andy Warhol. The concept store is often referred to as an “amuseum” (part museum, part interactive amusement park for fashion), alive with sense of discovery in not only the products but also the curation.


Private Stock is a way of life. It is tomorrow’s fashion, the life in which we aspire to be. As the world shrinks and cultures continue to merge, the Private Stock collection is the result of an eclectic fusion of cultures, trends, and perspectives.

Private Stock represents those who aspire to be creative, to be successful, and to enjoy the luxury of simplicity. This luxury is evident in the collections’ blend of luxury and refinement and innovative progressive design.


Every Private Stock product is painstakingly nurtured from design and development to final production and packaging, striving for perfection through innovative fabrication mixed with immaculate construction and finishings. Private Stock constantly pushes the science of textiles in new weave development, color intensity, and utility advances to create the garment of tomorrow. Nearly every item and every fabric is unique. Not one detail is spared in the creation of the Private Stock product.

The fit of each garment is executed to an extreme precision. The fit is modern, carefully sculpted to maximize each garment’s utility and wearability and precisely tailored to emphasize a contemporary aesthetic. Due to each garment’s unique silhouette and fabrication, every piece must be carefully drafted by master pattern makers to ensure its superior fit.