Former fashion buyer and celebrity stylist Logan Horne has been making quite the splash with his latest venture, J. Logan Home, known for its vibrant cabana shirts, accessories and homeware made from upcycled luxury scarves. It may come as a surprise, then, that the designer himself – who prefers to be called a fashion “artist” – is colour blind.“That gives me a unique eye when it comes to pattern, colour and all that,” Horne said in a recent interview in Hong Kong, where a curated selection of his pieces is now available at the Rosewood Hong Kong’s luxury boutique, Beaureguards. “I really see things outside the box.”
Designer Logan Horne inside the Beaureguards boutique at Rosewood Hong Kong. Photo: HandoutThat’s exactly why J. Logan Home has become a hit with male style stars like Taylor Swift’s new husband, American football player Travis Kelce, and basketball player Dwyane Wade, among a host of other celebrities. The Florida-born Horne shares how he went from styling in Los Angeles to working in New York to running a farm in his home state and eventually launching his brand in Palm Beach.
J. Logan Home ottoman. Photo: Handout
How did J. Logan Home get started?
During the pandemic, I was doing a lot of online shopping, especially pre-owned. That’s when I started to notice just how many scarves were out there. I saw an influx of Gucci pocket squares on The RealReal, all brand new with tags. These aren’t vintage – this is an overproduction problem. Obviously they’re trying to find new ways of offloading this inventory. I got a good price on cool scarves from the Alessandro Michele era, so I made my first [item], The Block, my stool/ottoman ‘futon,’ whatever you want to call it.From there I started collecting larger scarves, looking for unique prints and stories, to give these a new life – speaking to the greater trend I saw in menswear of scarf print shirts. There are so many because brands are still producing them at such a rate. I don’t think about waste as just excess inventory. I see pre-owned as waste too. [J. Logan Home] was always meant to be an homage to these brands I’ve adored since I was a kid, when they weren’t as accessible as they are now. When I bought my first Louis Vuitton piece, we had to go to Europe. Now there’s a Louis Vuitton in every mall in America.
J. Logan Home cushions. Photo: Handout
Upcycled homeware is what makes J. Logan Home unique. How did that come about?
I’ve always been interested in upholstery. I’d been living in a one-bedroom apartment in New York and didn’t have a lot of room for seating, so my idea was creating this modular piece you could stack in the corner. [J. Logan Home] truly was born from boredom. If it hadn’t been for the pandemic, I don’t think I would’ve gone down this road.