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My Story


"Even after a decade of exposure to the fashion industry, while gracing covers, runways and being fully immersed in the modeling world, surprisingly I still hadn't found clothing that checked every box when it came to look, fit, quality, durability and price. It was either too short, long, tight, baggy, faded quickly, trendy, obnoxious, poor quality, overpriced, and so on.

My aim is to provide active men with attainable luxury clothing and a fit like no other. Bridging the gap between designer level quality, reasonable price points and designs that compliment athletic, muscular physiques.

Huge designers and brands tend to end up far-removed from their customers. Whereas I love to regularly poll my customers and audience on what they want most and continue to refine every piece as the brand grows. There also aren't enough brands out there catering to men with athletic or muscular builds for sophisticated, upscale casual options that pair easily.

I want to give active men(who prioritize their health and well being) with effortless sophistication & style through the simplicity of flattering fits, handsome cohesive designs & amazingly comfortable materials. It shouldn't be uncomfortable or overly complex to be stylish.

When I set out to design this menswear line, my motivator was to solve a problem of my own, and in turn, provide a solution for other guys in the process. Having an athletic or muscular build meant that those with broad upper bodies and leaner waists struggle to find complementary clothing because the industry at large caters to all body types and lands on a more generalized fit.

To combat this, I knew that every swatch color and fabric had to be carefully chosen and every measurement had to be strategically set during every fitting to capitalize on the cut and sew of every design I create. I have also chosen to diversify my manufacturing with over 13 factories, globally, so that my pieces are produced by way of specialty or a region of the world that produces the best fabric for said design. Los Angeles, Thailand, Columbia, Turkey, Bangladesh, China, Cambodia and more.

All this to finally address the struggles that guys face when seeking out the highest quality staple wardrobe items such as tees, sweaters, accessories, bottoms, button ups, activewear and outwear. A consistent fit throughout the sizing of every piece. under one roof.

I want men to have cohesive, upscale to casual options in their closets that they can't help but be drawn to every time they get dressed. Why? Because they simply look and feel SO good in them. This is how style should feel.

Welcome to attainable luxury for the active man."

-Weston Jon Bouchér


Weston Bouchér is an international model, Youtuber and Menswear Designer based out of coastal Southern California. Over the course of 11 years, Weston went from being no one in the modeling industry to work with the likes of iconic brands such as Rolls Royce, Mercedes Benz, Polo, Men's Health, Harley Davidson, Mastercard, Philipp Plein, LG, Cadillac, Pottery Barn, Lexus, Martini & Rossi, Southwest Airlines, Ford Motors, GMC, Hyundai, Mattel, Lexus,, ASRV & is represented by 6 different agencies worldwide (LA Models, Wilhelmina Miami, Wilhelmina Chicago, Brand Talent, SLU, & URBN). Weston's Youtube Channel's success in the men's self care and improvement realm led to the inception of the "Weston Jon Bouchér" luxury menswear line where he now thrives as designer and CEO of the rapidly growing brand.

Weston loves beach volleyball, WW2 era motorcycles, classical guitar, health & fitness, photography, travel, humanitarian work, being present, and his numero uno role model is Christ.

FOLLOW & CONNECT with Weston @:
@westonboucher (IG, FB, TikTok)
@westonjonboucher (all of Weston's favorite grooming, health and lifestyle products) (modeling portfolio & more)