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Meet Jimmy, founder of Persona, a brand born in a Lawrence basement shaped by instinct, community, and faith.

Raised between New York, New Jersey, and Lawrence, Jimmy’s world has always been a blend of cultures, rhythms, and ideas. Persona became the outlet where all of that came together.

For Jimmy, Persona is expression. “The design starts with me, but the people tell me what makes them love it.” 

From his first handmade hats to thermochromatic tees with hidden messages, every piece feels like a conversation between order and controlled chaos.

Through Persona, Jimmy continues to redefine what it means to build something real: evolving through the process, staying connected to the people, and trusting where it all leads.

His story and work are featured in CHNL Issue 001, a reminder that true design doesn’t follow trends, it creates worlds.

Credits:
Photography (Images 1, 2, 6, 7) : @yvesworld.co 
Photography (Images 3, 4, 8) : @kaislesrighteye 
Photography (Image 5) : @35mmclip 
Polaroid: @eyeluvlina 
Creative Direction: @yvesworld.co @filmedbygutta 
Talent: @jsa004
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I prolly told dat woe I miss her; she prolly say im for everybody 

[garments include: @engineered_garments_official wrap vest, @acoldwall sweater vest, track pants and boots, @helmutlang long sleeve ribbed turtleneck]

📸 { @35mmclip }

#staybrokeshootfilm #editorial #fashion #helmutlang #acoldwall #acw #helmutlangarchive #engineeredgarments #model #independent #outfit #style #outdoors #museum #nationalstartoverday #explore #fyp
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Prestige Worldwide out now on ALL platforms ☘️

what’s your favorite song?
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Prestige Worldwide the album; out now! ☘️

Thank you to my brother @tplaflare for everything you’ve done; truly grateful to have made this album with you. 6 years, 2 albums, truly a hell of a fuckin ride. This album means the world to me and I couldn’t have done it without you. Best shit we’ve made thus far; it was worth every minute. Thank you to everyone involved; we back.
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pretty mothafucka; i’m still eating off the EBT 🤩
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Prestige Worldwide the Album produced by @tplaflare

January 30th, 2024. ☘️
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KANE produced by @tplaflare. Recorded + mixed by @glvsshouse. Mastered by @tplaflare and @cruufromthenorth. OUT NOW! 🌎

🖼️: @tplaflare 

THE CAUCASIAN KEITH SWEAT IS BACK PUSSY ☘️
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