The Dream
When Joe Haller and Ian Hannula started Nice Collective in 1996, their ambitious plans included a record label and club night. But it’s the clothes—distressed, trim-fitting army jackets, canvas pants, cashmere sweaters, and graphic T-shirts—that have been championed by rock stars like Chris Martin, Trent Reznor, the members of U2, and Gavin Rossdale (pictured, right), winning the duo a cult following well beyond their San Francisco home base.

The Dialogue
Joe: We met on the dance floor of a club in ’95 and discovered we had lots of musical tastes in common.
Ian: We wanted to re-create that excitement of hearing an amazing song for the first time—that sense of belonging to something.

Photo: Mark Seliger; Text: Andy Comer; Clothes by Nice Collective. (courtesy www.men.style.com)