The minimal and stunning universe of JJJJound How its founder became a prominent figure in the fashion world

Justin Saunders is an elusive and reserved figure that has played an important role in changing the fashion world and the world of Kanye West as much as Heron Preston and Virgil Abloh, but he's always done it quietly, without overdoing. 

Before Tumblr, before Pinterest, before the absolut dominance of the image on the word, there was the website JJJJound. It's 2006, and Saunders, a 35-year-old based in Montreal, Canada, starts posting on his webpage different images, that seem to have nothing in common, but that are aesthetically pleasing and in harmony, giving life to a very personal moodboard. Photographs without captions of old cars, tonal interiors, minimalist fashion and female bodies, all in the same perfect nuances. By 2017 the phrase JJJJound aesthetic reflects perfectly a certain type of minimal, elegant, clean taste. Rumor has it that Kanye often asks himself “Is that JJJJound approved?”, proving how much his opinion and his view matter. Even Saunders' lifestyle, the so-called 888approach, 8 hours sleep, 8 hours work and 8 hours leisure, has become a reference point.