What Is UNKNWN?

There has been plenty of hype surrounding the launch of Miami's newest cool guy retail spot, and now it's time to get a closer look at UNKNWN.

When we got the word back in June that LeBron James and Akron childhood friends Frankie Walker, Jaron Kanfer, and Mike Hurley were teaming up with Vegas's style guru Chris Julian on a new spot in MIA, we had to get down to the nitty gritty. Following the recent launch of their website and official announcement of the store's opening December 16th in Miami's high-end Aventura Mall, UNKNWN is poised take over South Beach.

We hooked up with Mike Hurley, one of dudes behind UNKNWN, to find out what's to come and to get a closer look at some of the goods UNKNWN will be slinging from A.P.C., Christopher Kane, Just Don, Band of Outsiders, Original Fake, Mark McNairy and others. With the beautiful Florida beaches as their backdrop, check out some looks styled on the crew, shot by Samantha Jo Alonso.

With the official launch just days away, read our interview with Mike for more on background of UNKNWN.

"Akron isn't the biggest city in the world, so I think like-minded people with similar interests seem to come together. I met Frankie, Jaron, and LeBron at St. Vincent St. Mary and we had several things in common like sports, fashion, and women. As we all started to mature our friendships grew further. I started a clothing line with Jaron called Blessed Label, and we continued to strive until we created UNKNWN."

On Mike: Knit Chomper Muffler by Original Fake, 1970's German Military Trench Coat from Fruition for Unknwn, Striped Oxford by Mark McNairy

"Miami has a very illustrious fashion history and with people coming from all over the world to celebrate events like Art Basel, we hope to compliment that energy and bring a new sense of discovery to an already pulsating city."

On Mike: Camo Woodland Shorts by Warriors of Radness, Color Block Socks by Marc by Marc Jacobs, Yellow Bellied Dirty Buck by Mark McNairy

"We created UNKNWN with the intention of making the mall cool again. The UNKNWN in the context of our environment really symbolizes the future—burgeoning new talent in art, fashion, music, and philanthropy and we're focused on delivering that to our customers high and low. We will be exposing the world to a mix of ready to wear and high street brands alongside LeBron's collection.

LeBron is a friend before everything else. He has given us the opportunity to grow our dreams and turn them into a proper business platform. Collectively, we have always been into fashion and it was this common thread that made Unknwn a very organic choice to not only share our ideas with the world but to also extend LeBron's lifestyle to the public."

On Frankie: Grey Paneled Oxford by Maiden Noir, 1940's Timeworn Denim Field Coat, 1960's Archival Camo Button Jacket, 1950's Walrus Doctor's Bag by Fruition for UNKNWN, Camo Cargo Pant by Maiden Noir, Jimmy Boot by Natives

"We decided to partner with Chris Julian because we respected his work both in Las Vegas and abroad. His vision was a perfect fit for us and we think that together we can create the future of non-traditional retail."

On Chris: Archival Gianni Versace Suit Jacket, Silk Button and Zip Jacket by Fruition Archive, Floral Digital Print Tee by Christopher Kane, Tuxedo Pant by 3.1 Phillip Lim, Sunglasses by Giuliano Fujiwara

"We are currently working on a new show centered around our different backgrounds and our journey into the UNKNWN. Our private line is something we are very excited about as well We hope to inspire more people to follow their true passions and hope that our brand can help ignite this in others."

On Jaron: U.S. V-neck by Mark Mcnairy, Kaws x Oxford by Original Fake, Archival M-65 Military Jacket by Fruition for UNKNWN, Black Waxed Denim Pant by Commune, Black/Cement Air Jordan 3 by Jordan Brand, Ups and Downs Necklace by Cast of Vice, Vintage Aviator by Ray Ban

"Look for a soulful twist in our 5 main categories—mens, womens, shoes, accessories, and lifestyle collections. From special collaborations with LeBron and Nike, to modern menswear classics from APC and Band of Outsiders, paired next to snakeskin hats by Don C., to chic women's collections from 3.1 Phillip Lim and Preen, and fresh sounds at our exclusive Beats by Dre station, our hand-picked items will definitely bring worlds together and offer something for every kind of taste."

For UNKNWN's entire brand listing and to stayed tuned with updates, check out www.unknwn.com leading up to the store's grand opening on December 16.