Meet Jen Nguyen Johnson | Founder

We had the good fortune of connecting with Jen Nguyen Johnson and we’ve shared our conversation below.

Hi Jen, where are your from? We’d love to hear about how your background has played a role in who you are today?
I’m one of those native Angelenos who never found a reason to leave. I grew up in El Segundo, CA, a suburb just south of LAX. It’s often affectionately referred to as “Mayberry by the Sea” due to its wholesome and picturesque charm. Growing up there meant everybody knew your business, which, at the time made me eager to leave. Now, ironically, returning is financially out of reach!

My parents immigrated from Vietnam in the ’70s and initially settled in Pittsburgh. After two harsh winters—a stark contrast to Vietnam’s tropical climate—they packed up their car and drove to L.A. I was born in L.A., and in the late ’80s we moved to El Segundo which was a predominantly Caucasian community. As a child, I often felt caught between two worlds—not fully American, yet not entirely Vietnamese either. It’s a very second-generation American experience to feel alien in two cultures.

All that is to say that I got everything I needed to be an entrepreneur in my industry. I inherited my parents’ immigrant mentality—I’m scrappy, resourceful, and have a strong work ethic. I also developed a strong affinity for the underdog, the marginalized, and the unseen. The name “Neon Coyotes” is actually a nod to this sentiment. Coyotes, often found on the outskirts and in the shadows, symbolize a group trying to coexist with society all while remaining unnoticed. Thing is, it’s their space too. With Neon Coyotes, a BDSM fashion brand, I aimed to bring exoticism and visibility to the forefront, challenging taboos and societal norms. This ethos extends to our brand tagline: “Made to be seen,” which celebrates the uniqueness of misfits and square pegs whom I have a soft spot for.

What should our readers know about your business?
Neon Coyotes is an ethically-driven BDSM fashion brand committed to empowering our customers by handmaking high-quality, sustainable leather kink gear in vibrant, unconventional hues. I wanted to create something inclusive of different tastes – a line of playful (but elevated!), statement pieces that are made to be seen in private and public spaces. Pieces in colors that transcend the sea of same (read: black, red, and purple leather from every kink shop). And I wanted to add beauty to the world through quality craftsmanship and responsibly sourced materials. We set out to answer the following question: “How can we introduce something like this to a fashion-forward audience without diluting its essence for the BDSM community?” And if you ask me, I think we got it right.

So far I’m most proud of what we’ve accomplished in 3 short months with a two-person team. Anyone who’s worked in e-commerce knows that the list seems endless: from responsible procurement, to branding, content and visual communication, marketing/ads, web dev, SEO, social media, inventory, shipping, etc. We’ve put in the energy, and all of this has resulted in a cult following on fetish sites, press from the biggest adult industry names in the biz (AVN and XBIZ), a collaboration with an Interscope Records artist, and what we’re most excited about is landing ourselves in L.A.’s premiere destination for BDSM-related gear and custom latex clothing, The Stockroom. It was a goal we had for the end of this year but a door opened (literally and proverbially) and I ran towards it with armfuls of kinky leather!

I wish I could say it’s been challenging, but it hasn’t felt that way yet. You could be putting in the same amount of hours into two different projects and you’d find that the right projects continue to energize you and the wrong ones drain you. Hopefully, this is a sign that I’m on the right path.

The most important lesson I’ve learned in my career is knowing when to stick to my guns and when to pivot. For Neon Coyotes, I’ve intentionally avoided conforming to the community’s typical preference for traditional black leather. Instead, I wanted the brand to offer vibrant BDSM fashion that challenges doms/dommes, masters/mistresses, subs, and others to explore alternatives to their all-black ensembles. Black leather is ubiquitous in every kink shop worldwide, so we decided to offer a unique take: an awesome dark gray color we call “Ash.” Who knows? We may do a limited release of black someday, but for now we’re staying the course, and we’re getting a great response.*

What do I want the world to know about our brand and story? First and foremost, we’re a brand that aims to empower. If there’s one thing you should take away from BDSM culture, it’s that the collar is actually the antithesis of what many assume it to be. It may represent love, care, and respect, and it requires a tremendous amount of trust, consent, and open-mindedness. Feeling sexy and empowered shouldn’t be taboo or locked behind closed doors. Each Neon Coyotes piece is meant to be worn and seen anywhere, and you can assign whatever meaning you want to it (or not!).

Second, we value authenticity, consent, inclusivity and community. We’re a kink-friendly, LGBTQ-friendly, POC/woman-owned company based in Los Angeles. It’s so inspiring to meet people from all walks of life in this business, and I love hearing how excited a customer was to find us; sometimes it’s because we’re size-inclusive with our custom orders, but more recently it’s because of our personalization option.

Lastly, we work with responsible vegetable-tanned leather. We set out to make something that would add joy, pleasure and beauty to the world while also being durable and sustainable. To avoid the cycle of frequent replacement and landfill waste, we ensure our products are designed to last. We use full-grain Italian leather, considered the gold standard, and partner exclusively with Leather Working Group (LWG) certified suppliers. These suppliers are committed to sustainability and responsible practices.

The LWG is a not-for-profit organization that sets standards and certifies leather manufacturers, ensuring the leather comes from reputable sources that prioritize fair labor practices and animal welfare. This commitment results in reduced environmental impact, traceability, transparency in the supply chain, and improved working conditions for leather tanners. We are proud of this standard and hope our customers feel this dedication when they pick up a Neon Coyotes piece.

*If this ship ever goes down, it’ll be because our massive Ash colored inventory is dragging it to the watery depths of the sea.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I’m a lifelong West-sider and recent East L.A. transplant, so here’s how we’d spend a little time all over the only city I’ve called home:

Eastside:
L.A.’s premier kink shop, The Stockroom in Echo Park. Check out the Neon Coyotes display!
Açaí bowls at Naturewell in Sunset Junction.
Canelés at Figaro in Los Feliz.
Mani/pedi at Gems Nail Studio. It’s chill, the employees aren’t talking sh*t about you. Trust me on this.
Northern Thai cuisine at Spicy BBQ in Thai Town. Obviously, get the spicy BBQ, but the Khao Soi is heaven in a bowl…but if heaven was a sweaty, slurpy, flavorful mess.
Burn off some calories with a 30 min brisk walk around the Silverlake/Ivanhoe Reservoirs. 2 loops if you had too much Thai food.
A local Silverlake boutique called OK. It’s a small, expertly curated, gift shop with something for everyone.
Grab a seat in the parking lot at Mexicali Tacos on Figueroa. Get the Vampiro with shrimp and a fish taco.
Joy for some Taiwanese eats in Highland Park.
The wine bar at Cafe Stella in Sunset Junction. French Onion Soup and Steak Frites.
A late-night sweat/dance sesh at A Club Called Rhonda at Los Globos.

On your way to the Westside stop at The Rooster for a Rico Suave breakfast burrito to-go.

Westside/South Bay:
Hike at Los Leones Trail in Pacific Palisades. Less than 2.5 hours round trip. Awesome views down the coast on a clear day.
Huckleberry in Santa Monica for pastries. Try the upside cornmeal cake.
Take a cooking class at La Gourmandise in Santa Monica.
Paddleboard in Marina del Rey from Mother’s Beach. It’s contained. You won’t drift to sea.
Sandwiches at Rinaldi’s in El Segundo. The Chen and Tran families have owned this Italian deli since 1997 and it STILL slaps. Get the Spicy Andy or the Wild Bill.
Jame for Italian food in El Segundo. I dream about their kale salad and paccheri.
Dough Boy Donuts in El Segundo for a blueberry cake donut and an apple fritter. Chinese-Cambodian owned.
Saigon Dish in Lawndale. It’s been open for decades. Hits the spot when you can’t get to the OC.
Stock up on Asian snacks at 99 Ranch Market on Artesia Blvd.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’d like to give a shoutout to the moms! Everyone should try to find supportive older female figures in their lives—mine just happen to be my mom and my mother-in-law. They cheer me on from afar and celebrate every milestone of mine as if it were their own. I don’t know if many parents would want to talk about anything BDSM-related with their kid, so I’m grateful for their open-mindedness and fandom. It’s been fulfilling to have them with me every step of the journey. And the group chat is hilarious. It sounds like they’re open to spending their retirement hand-packing orders for Neon Coyotes.

I also want to dedicate my shoutout to my husband, Bryan who is the founder of Awesome Monster. Neon Coyotes would not exist without this talented human. You take any idea and he’ll find a way to strap a rocketship to it. I’m grateful for all of the insight and skills that he brings to the table. My favorite part of the day is our daily morning stand-up which happens during an hour-long hike through the neighborhood. We reprioritize, set our goals for the day/week, talk about our kid and whatever fun plans we have on the horizon, and then we get back to our home office and get it done. He really believes in me, and that support fills my tank and keeps me motivated.

Website: https://www.neoncoyotes.com

Instagram: https://www.instagram.com/neon.coyotes

Linkedin: https://www.linkedin.com/in/jennguyenjohnson

Other: Spotify: https://open.spotify.com/user/313n6fge5foc64kjbibc2pqrnq6i?si=8dc1acfeef364d45

Image Credits
Bryan Johnson