Throwing Fits The Josh Willis Interview with Throwing Fits
Dec 15, 2025
Josh Willis, co-founder and creative director of LA's Second/Layer, dives into the art of menswear design and culture. He shares his journey from humble beginnings to crafting high-quality knits and leathers. Willis highlights the importance of product transparency and customer service, while contrasting the purchasing habits of American and Japanese consumers. He reflects on creative collaboration within his team and offers candid insights on the challenges of brand growth. Plus, he dishes out style advice for 2026—dress with intention and invest in well-made essentials!
AI Snips
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Transcript
Episode notes
Personalize Sizing Guidance
- Ask customers specific size questions instead of relying on generic charts to reduce returns and confusion.
- Offer personalized replies and measurements to guide first-time buyers toward the right fit.
Authenticity Builds Repeat Buyers
- Authenticity and lived references (surf, skate, Chicano culture) define Second/Layer's identity.
- That authenticity creates loyal repeat customers who feel part of the brand's journey.
Knits Reveal True Quality
- Knits reveal quality plainly: yarn choice directly communicates price and performance to savvy buyers.
- Mohair and synthetics complicate perception, so Second/Layer avoids synthetics when possible.