Meet The Brand Founder

Posted on November 10 2018

image man standing on window ledge
PHLD was founded in early 2017 by its CEO, Jon Nelsen. Jon's venture prior to PHLD was to start Our Name Is Mud and sell it a few years later. Our Name Is Mud was a widely successful retail company with its products sold in over 9,000 retail locations throughout the USA and Canada. PHLD was started when Jon and Ebony realized there was a tremendous void in Men's fashion jewelry. We searched for Dope accessories that Jon wanted to wear, but couldn't find much of a selection. We also wanted something we could both wear when out on the town together. There were limited options and Jon grew frustrated. With his frustration was born PlayHardLookDope. The couple took it upon themselves to bring a streetwear lifestyle to jewelry, make it affordable and of course, Dope. A playful couple that always wanted to have fun realized they had some serious but fun work to do, hence the name PlayHardLookDope.


  • Kevin Elden: August 25, 2019

    Jon’s stuff is the real deal. Finally someone who gets men’s jewelry fashion and something that is cool, makes a statement and is fun to wear. Been looking all over for men’s jewelry like this and finally Jon brought out Play Hard Look Dope. Only place I’ll be going.

  • Leroy: December 04, 2018

    I wear the bracelet I brought awhile ago, with almost every fit, and the prices are really affordable! Which makes it even better to continue to buy things from PLHLD

  • dAb: December 03, 2018

    I’ve been waiting for this site for what seems like ages. Killer rings and bracelets. Bring it on.

  • john pierce: December 03, 2018

    PHLD… made me get out of my “comfort zone” with Men’s jewelry after stumbling upon your stuff in the city … everyone loves what I wear! JRP

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