About

La Cobra is an independent menswear project built around something I keep coming back to: paying attention.

To music, places, people and the choices behind things — a shirt, a hotel lobby, a record, a vintage car. The more time I spend looking and listening, the more I find to care about.

Attention becomes taste, taste becomes a point of view, and that point of view becomes what I make.

The clothes are casual, sporty and lived-in, with an early-'90s current running through the colors, graphics and attitude. That period shaped my eye. What I encounter now keeps changing it. A place I visit, something I read or a conversation can find its way into the work in ways I hadn't anticipated.

Whatever the starting point, it has to become something I want to wear. The references matter to me, but so do the fit, the feel and the pleasure of putting it on. I want to make clothes people reach for often and become attached to.

La Cobra gives me a way to make something from what I've learned to appreciate — and share what caught my attention along the way.

—Jon Garber

“A life gets enlarged by what it learns to appreciate.”

“The destination becomes part of the traveler.”

“Somebody made choices. There's value in noticing those choices.”

—Jon Garber

Attention is the price.
A richer way of seeing is the reward.