Son of the founder of surf behemoths Billabong and Hurley, Joe Kazuo Knoernschild designs in L.A., but his KZO collection's minimalist vibe and understated style has more in common with the other side of the Pacific. KZO feels more like Tokyo's street scene than So Cal surf. Joe says KZO is lifestyle inspired with a target audience of "guys ages 18 to 35 with a taste for global style and cult fashion." If you're looking for casual with some sophistication, street smarts, and a few techno-inspired, personal details—like hidden iPod pockets— you'll dig KZO. Joe knows what underground aficionados like.