Now living in Southern California, johnnie-o founder John O'Donnell grew up in Chicago, lived in Wisconsin, and spent lots of time on the east coast before establishing the brand in 2005. From the Midwest farmer to the east coast prep to the west coast "dude",  the apparel brand includes just a "dash" of flavor from all of the above to create a modern, enduring style that blends East Coast prep and West Coast surf.