Christian’s store, 4 AM, offers both vintage and own-brand clothing under the same name.
SPOKANE, Wash. — In 2015, former Zag Jeremy Jones made the decision that his brother, Christian Jones, had no idea he would have such a big impact on his life.
That decision was Jeremy deciding to come to Gonzaga.
“The only reason I’m in Spokane is sports and Gonzaga,” Christian said.
Three years into Jones’ tenure at GU, Christian launched a fashion brand called 4 AM.
Now, four years later, he’s opening the brand’s first store at 4 a.m. this weekend here in Spokane, featuring both their own clothes and other vintage yarns.
“My dad wakes up at 3:45 a.m. every morning and goes for a run at 4 a.m.,” Jones said, explaining the origin story of the brand’s name. “He’s the hardest working person I know, so growing up, it was always a moment for me that stuck in my head. Then, whenever my brother and I visited him in Houston, we always went for a run. with him at 4 a.m. I really feel like that’s one of the secrets to our success, just start the day early and get going.
Rest assured, or maybe not for the rest, that’s exactly what Christian is doing now.
But why open a vintage store in Spokane rather than elsewhere?
“I’ve met so many nice people here and so many people who are like me and like the things I like. I knew there was no place here where you could really get that,” said Jones.
Christian hopes his store serves these people, especially Gonzaga’s student population of which his brother was recently a part.
“Gonzaga’s kids can know that if I want to wear something nice, I know where to go. Whether it’s Jack and Dan’s or The Globe or anywhere in Spokane, they have a place to come in and dress up. good.” says Jones.
Christian’s journey to get here didn’t happen overnight, but you can tell it certainly feels like a dream come true.
“I literally felt like while I was in Houston, my spirit was calling me here. I’m really stepping into this, for real,” Jones said.
The 4 AM grand opening is this Saturday from 11 a.m. to 7 p.m., and they’re open every day of the week from that time except Monday.
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