Like many great tales, Jonathan Torjman’s Stone Rose story begins in Las Vegas.
About 10 years ago, the fledgling Miami menswear brand was about to debut at Magic, an influential trade show in Vegas. The company’s founders, unexpectedly one man down, called on their childhood friend Torjman, at the time a Montreal-based retail consultant, to help them out. Torjman agreed, and the rest is history.
“It’s what you might call an ah-ha moment,” he said of that trip. “We won Best Booth, and we began building relationships.”
Clothes designed to go from work to play
Today, Stone Rose has gained fans across the globe, pioneering what Torjman — now the company’s sales director and co-owner — calls a new approach to menswear.
“The brand was birthed of necessity,” he said. “There was a gap in the market when it came to transitional pieces. Guys wore their basic dress shirts to the office, then they went home and changed into something more fun.
“Our shirts can be worn under a sport coat, dressed up, dressed down. You can take off your jacket and go. There’s a lot of versatility.”
But the brand is more than just shirts. Torjman credits much of Stone Rose’s growth and staying power to his partner Shai Medalsy, the creative force behind the designs.
“There are brands that have come and gone because they had a shelf life,” Torjman said. “We realized early on that if we want to do this for a long time we can’t be a one-trick pony.”
Stone Rose embraces Miami’s vibe
Throughout the brand’s evolution, Stone Rose has maintained an element of Miami in all of its designs.
“Miami is woven into the DNA of Stone Rose,” said Torjman, who relocated from Montreal to South Florida not long after his fateful Vegas trip. “There’s always a youthful, fun flair to the clothing.”
And the company is committed to pushing the boundaries of men’s style, whether that means shirts that feel like a tee but look like a button-down, or incorporating anti-microbial and moisture-wicking properties into collections.
“We’re always looking for new things, new inspiration,” Torjman said. “People are looking to us to lead the way.”
Jonathan Torjman’s top four new Stone Rose looks
1.“A great layering piece that can be worn under a jacket or light sweater. The flocked polka dot gives it extra texture.”
2. “The fabric is super-stretchy and comfortable. One of the best new additions to the collection.”
3. “Believe it or not, turtlenecks are back in a big way this season. Made from lightweight merino wool, this piece is dip-dyed for a little twist of fashion.”
4. “Perfect for Miami because it offers a fall-appropriate look but works well for our ‘winters.’”