One of the first questions I get when I tell someone about my brand is, “Who is Jon Blanco?” The answer is simple: Jon Blanco is a version of my own name. My middle name is “John.” I removed the “h” to simplify the aesthetics. My last name is “White”, or “Blanco” in Spanish. Blanco is a nickname of mine around my friends.
Having a strong brand name is important because it is the foundation for a brand's identity. Jon Blanco is an extension of who I am and what I am passionate about. The style is based on what I like to wear. The mission of the brand aligns to my personal mission in life. This brand aspires to bridge the gap between people, whether that be through clothing, culture or the common purpose to help others and improve the world. As a result, I wanted a brand name that would be transferable across cultures and countries.
Being a mezcla, or mix, between two languages and cultures, the name “Jon Blanco” felt like the natural evolution for the brand name.