Christian Jones, Brother of Ex-Zag Jeremy Jones, Opens 4AM Clothing Store with a Singular Vision: “Helping Spokane Grow” | Gonzaga University
Look good, play good.
From an early age, Christian and Jeremy Jones embraced the ethos that has surrounded professional and amateur sports circles for the past two decades. Imitation of their sports idols went beyond imitating signature moves and recreating key pieces. Houston’s sport-mad siblings often went the extra mile, copying fashion trends and fashions made popular by their favorite professional and college athletes.
“I know you could probably go back to when Russell Westbrook was the first one to wear crazy glasses and all that. Some people thought it was crazy, but my brother and I thought it was cool,” Christian said. “Let’s go back to, we’re two boys from Texas playing quarterback. Back to RGIII (Robert Griffin III). He used to wear crazy socks under his regular socks, so we started doing that. I started wearing crazy socks to work out.
“So always looking for a different way to express yourself, really.”
Christian has given Spokane residents a new way to express themselves, opening a new clothing and vintage clothing store in town where his younger brother, Jeremy, became recognizable through his contributions to the basketball team. of Gonzaga from 2015 to 19.
The store, It’s 4AM Somewhere, is located just north of downtown Spokane, a few blocks from the Podium Sports Complex at the corner of N. Washington Street and W. Dean Avenue. The store, which allows customers to buy, sell or trade new or used clothing, is open Tuesday through Sunday from 11 a.m. to 7 p.m.
“The store concept just fills a need in Spokane,” Christian said. “I just feel like we could have used more shopping options and something different. A different demographic that is not already targeted. In that regard, I was just fulfilling a need.
Spokane’s new apparel store is an extension of the 4AM brand, which Christian invented in 2018. Longtime friends turned professional athletes, such as NBA’s Jordan Clarkson and Andre Roberson, and NFL’s Malcolm Brown, helped raise the profile of 4AM. Over the past four years, Christian has cultivated ideas, clothes and relationships that have helped make the store a reality.
Christian made frequent visits to Spokane during Jeremy’s playing career at Gonzaga, often realizing the area had a fine fashion palate but perhaps lacked options.
“I’m focused on raising the level of taste here and giving people the ability to navigate through what they love,” he said. “I feel like when I would go to different places, like Jack and Dan’s or Fast Eddie’s or The Globe or wherever and just watch what people are wearing – I feel like this It’s not that they don’t like to dress well, it just seems like they don’t have the opportunities, I just want to give them an opportunity.
Jones is also looking to build a community in Spokane. The store’s grand opening on May 28 was a sign that the former University of Houston football player is off to a promising start. Current and former Gonzaga players, including Anton Watson, Silas Melson, Eric McLellan, Zykera Rice and Laura Stockton, were in attendance, mingling with shoppers and taking photos. Gonzaga walk-on Joe Few came out to offer his support, buying a vintage T-shirt, and former Washington East standout Jacob Wiley then dropped by with his family.
Both literally and metaphorically, Watson outgrew clothing and clothing options in his hometown of Spokane, often waiting for Gonzaga’s road trips to metropolitan cities like Los Angeles or San Francisco to stock up on shirts, pants and elegant shoes in his size. Otherwise, Watson does her clothing shopping online.
“We don’t really have stores like this in Spokane, so it’s super cool to have (4 a.m.) and check it out anytime,” he said. “…When I go to LA, that’s usually what I try to hit. A store like this. They have shoes, t-shirts, graphic t-shirts, whatever. So it’s super cool and it’s close to GU and I can hit it anytime.
Watson, a striker who weighs 6ft 8in and 225lbs, usually can’t fit in shoes smaller than a size 14, but the senior GU left Jones’ store with a pair of red and yellow Nike Dunk Lows “USC”. .
“I just bought shoes in my size, which is very hard to find,” Watson said. “So it’s super easy. It’s two minutes away and they have stuff I can choose from.
Although nothing is in the works yet, Christian is open to name, likeness and likeness (NIL) deals with Gonzaga athletes and hopes to hold autograph signings and other events to help promote his store. and the GU community. He teamed up with Sarah Michaelson, the wife of assistant GU Brian Michaelson, to design the potted plants that sit inside hollow basketballs throughout the store.
“You just looked up to Gonzaga from afar and then my brother ends up coming here and the rest is history at this point,” Jones said. “It’s a blessing and I guess you could say a dream come true. I’ve wanted to do it since 2018, 2019, so to make it happen and just to see everyone receiving it the way I thought it would mean a lot for sure.
“The city is growing,” Melson said. “New things are being built all the time, the population is growing. So I think it would be good to open a new store. This could be a perfect time for him.
Rice, the former GU female star who plans to continue her professional career in Israel this fall, didn’t flinch when Jones invited her to attend the opening, driving from her hometown of Tacoma to support her friend.
“It’s small now because it’s just getting started, but I think it could be very, very big for the city of Spokane,” Rice said. “As far as culture and culture around basketball and the way players dress.”
Few players in Gonzaga’s history — on the men’s or women’s side — have spoken on the court like Rice, whose electric blue hair was often the first thing viewers saw when they tuned in to watch the Bulldogs’ women. from 2015 to 19.
How does Rice define fashion?
“You have to find things that work for you, things that you’re comfortable in and that go with it,” she said. “Sometimes if you have blue hair and you push the norm a bit, you run with it as long as you can. Fortunately, it worked for me. I think fashion is what you like about yourself, what it looks like to you, and what you think about it.
The store’s name is a tribute to Jones’ childhood. He and Jeremy often woke up at 4 a.m. to jog with their dad. Years later, he channels the same energy, drive and dedication into a new venture.
“I just feel like there’s still work to be done. I’m more interested in cultivating the community,” Jones said. “I feel like in a way there’s some gratification there. There’s no dollar amount that would satisfy me. I’m just helping Spokane grow.