Jake Lončar: Wool & Linen, Pitti Uomo & Timeless Tailoring

I first connected with Jake online during Pitti Uomo, following the energy from Florence from afar. It didn't take long for the conversation to turn personal. Jake is Croatian by heritage, just like me, and that quickly became our starting point. From there we talked about business, culture, and football, with the World Cup playing out at the same time. Somewhere along the way, it became clear we shared more than a love of well-made tailoring. We shared the same outlook on craftsmanship, community, and building something with real intention. That's what makes this conversation with Jake, a particularly personal one to share.

For Jake Lončar, classic menswear is a reflection of craftsmanship, connection, and faith. As the founder of Wool & Linen, a bespoke and tailored clothing company in Chicago, he has spent nearly 14 years building a career in fashion rooted in genuine relationships. Together with a small group of close friends, he took the leap in 2020 to build a brand fuelled by passion, becoming one of the youngest owners in Chicago's tailoring scene along the way. Whether discussing bespoke suits, vintage watches, or the streets of Florence during Pitti Uomo, his philosophy remains consistent: buy well, wear often, and stay true to who you are. I talked with Jake for the latest edition of our #ManoftheMonth series. Here's what we found out.

Could you briefly introduce yourself to our readers?

Jake Lončar: My name is Jake, I'm Croatian-American and I live in Chicago, where I've spent most of my life.

“I love to travel and experience new places, but at the same time, I really appreciate the simple things like spending time with my wife, our dog, and my family. My faith is the lens through which I build my life; it guides me, grounds me, and gives me perspective as I pursue my dreams.” - Jake Lončar

I've been working in the fashion industry for nearly 14 years. In 2020, I took the leap with a few great friends and started Wool & Linen, a bespoke and tailored clothing company fuelled by passion and connection. Outside of work, I love playing sports, especially soccer, and really anything that keeps me active.

How do you usually start your day? Do you have any rituals or habits you never skip?

Jake Lončar: I've recently moved, so I'm finding a new normal once again. My ideal morning starts with spending time with Jesus, enjoying a great cup of coffee with my wife, and having a delicious breakfast. I really appreciate a good morning workout as well, but no matter how busy the morning gets, I always make sure to at least catch the verse of the day on my phone.

Tell us more about the stache. Has it ever opened doors, or started conversations you didn't expect?

Jake Lončar: Haha, yes! It has been a staple of my look for the past 10 years. I'll run into people who used to shop with me at previous companies, and they'll remember me by the stache. I tend to change up my hairstyles every few years, going from long to short, but the stache remains. Random people seem to enjoy it, and I love that. It's definitely become a bit of a signature.

In his early twenties, Jake relied on moustache wax and a small comb to keep things in shape, but these days the routine is far simpler. A daily face wash, the occasional touch-up every couple of days, and a bit of care from the hair dryer is all it takes to keep the stache looking sharp.

Tell us more about Wool & Linen. What motivated you to open your showroom in Chicago?

Jake Lončar: Wool & Linen was founded in 2020 because we knew we could create a beautiful brand rooted in community and style. I was 25 years old when we started the company, and being some of the youngest owners in Chicago and in our industry has given us an edge. We often say that we simply care and try to be genuine individuals. That philosophy has introduced us to amazing friends all over the world, opened doors, and placed us in rooms we had always dreamed of being in. At the same time, it still feels like we're just getting started.

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In your opinion, which timeless wardrobe pieces should every modern gentleman invest in, regardless of trends?

“A seasonal suit, an off-white trouser, and a nice dark brown suede shoe.” - Jake Lončar

What does a “good suit” mean to you? Is it primarily about aesthetics, construction, or something else?

Jake Lončar: Wearing a good suit is a transformative experience. It's a combination of great cloth, construction, and drape. I prefer natural, seasonal fabrics that I can wear today and that will still look good 20 years from now. There are many people who make “custom” or “bespoke” suits, but not everyone knows how to make people of all shapes and sizes look their best. Less is more. When a suit truly fits well, it's comfortable, flattering, and allows you to feel like yourself. Personally, I prefer cloth that transitions well from work to date night or drinks with friends. When you achieve the right balance of all the above, a good suit looks like it's part of who you are rather than, “Why's that guy in a suit?”

How would you describe your personal style in a few words?

“Timeless, seasonal tailoring with a preference for earthy tones.” - Jake Lončar

Jake's go-to eyewear comes from a close friend's boutique, Solo Eye Care in Chicago, home to some of the top eyewear brands. His three regulars are Matsuda, a custom Gucci pair, and Tom Ford. Most of his photos happen to be taken outside, which is why the sunglasses tend to make a frequent appearance, really more of a coincidence than a styling choice

Is there a shoe or loafer brand you always come back to?

Jake Lončar: We make our own shoes at Wool & Linen, so naturally, they're the ones I come back to most. Our suede tassel flex loafers are my daily choice, while our suede brogue boots are my favourites for fall and winter.

Last year, Jake bought his first truly special watch, a two-tone Rolex Datejust with a champagne dial, purchased for his 30th birthday and worn on his wedding day. He hopes to pass it down to his kids one day. He is also drawn to Cartier for its dress watches and vintage styles, admiring the history and craftsmanship behind both brands. What he has come to love most about the watch community is that every timepiece tends to carry its own special memory for the person wearing it.

Florence has become something of a second home for Jake because of Pitti, where he loves making and reconnecting with friends from all over the world. Closer to home, he treasures time in Colorado and Florida with family, spending his free time in the ocean or hiking and snowboarding in the mountains.

Is there a piece in your wardrobe that you've owned for years and still wear regularly?

Jake Lončar: I have a few pairs of suede loafers that are staples in my wardrobe, as well as my winter great coat. It's made from a 700-gram tweed that seems to get better every year.

Which shirt material would you recommend for the perfect summer wardrobe?

Jake Lončar: Cotton-linen is my go-to for summer. Most of what I wear is from Thomas Mason or Albini. I also have a silk seersucker shirting fabric from Loro Piana that is a dream.

Seersucker has become a summer staple once again. What's your opinion on it?

Jake Lončar: If you haven't had a wool seersucker, hurry up and add one to your wardrobe. My go-to is from Delfino. The fabric is superior to the standard cotton seersuckers and has a really beautiful texture. It's the perfect summer fabric. We're hoping to make our own unique colour with them soon.

Jake rotates through a few fragrances carried at the Wool & Linen showroom. Right now, his regulars are Matcha 26 and Noir 29 from Le Labo.

What are the three things you never leave the house without?

“My watch, my cross, my phone.” - Jake Lončar

Is there a hidden gem in Chicago you always enjoy returning to?

Jake Lončar: There's a little forest preserve right by the lake where I used to live. I spent many days there reading, writing, biking, and longboarding. It always brought me a great sense of peace, and I loved starting my days with a jump in the water.

Quick Fire Questions

Double-breasted or single-breasted suit?

Jake Lončar: Double.

Suit with sneakers?

Jake Lončar: No, but a dress sneaker has its place for separates.

Suit with a T-shirt?

Jake Lončar: Yes, preferably with a nice neckline and no graphics, better still with separates for a casual look.

Dear Jake, thank you for this lovely interview and best of luck in the future, God bless.

Photo: Jake Lončar / Wool & Linen