—By Azell Cavaan—

The Direct Message in Justin Hayne’s Instagram account sat unanswered for over a week. The Springfield fashion designer figured the invitation to open for Coachella was a hoax. After all, that festival features performers like Beyoncé, The Weeknd and Idris Elba – what would Coachella want with him?

But when Haynes answered an unfamiliar phone number one afternoon, he learned the message was no hoax. On the line was none other than JM Couture founder Jim Mullin himself. He explained to Haynes that Coachella was opening with a fashion show for the first time. Mullins said he’d been following Haynes on Instagram, loved his work and wanted him to open the festival.
“I was stunned and speechless,” said Haynes, whose design house is called Jus10H.

As Haynes works on the design collection he will showcase at Coachella, the inspiration for all his designs remains front and center. “Every show I’ve ever done is inspired by something from my childhood,” said Haynes. “My designs come from memories.”

Those memories have captured the attention of fashion lovers locally, regionally and nationally. Haynes’ collections have graced runways from Springfield, New York and Chattanooga to Atlanta, Greenville, Miami and Los Angeles. This winter, Hayes showed at New York Fashion Week for the international designers show. Haynes also showed a collection last season at Sony Music Hall and a fall collection is scheduled for a London debut.

And, of course, there’s Coachella this spring.

Haynes is currently designing and sewing for the show and talking with local business owners about the prospect of sponsorship. “Coachella organizers really want to see the support from my City,” Haynes said. “They’ve been really big on that.”

Certainly, the City has supported Haynes with events, awards and accolades. Most recently, the Association of Black Business and Professionals honored Haynes with its Fashion and Lifestyle Award.

When thinking back on the journey from a middle school student with a passion for fashion to a full-fledged designer, business owner and jetsetter, many faces and names flood Haynes’ head. But four take center stage. First and foremost is his mother Gwen Haynes, who has always been his biggest supporter and fan; the late Traci Mitchell, who gave Haynes his first job at The Gap in Holyoke Mall; Jessie Daniels, who was patient and kind enough to offer her basement, her equipment and her sewing skills to a young Haynes learning his way around a needle and thread; and Minnie Hanson, who rocked a Jus10H denim coat dress with a ruffled collar and ruffled sleeves. “Once people saw Minnie in that dress, my business just took off,” recalled Haynes.

It’s the heart of these women and so many Springfield supporters who keep Haynes grounded – even as his business grows every year.
“People ask me all the time why I’m still here. They say I should be in New York or Atlanta. Yes, I want to make it big and I want to be international, but I want to make it in Springfield.” ■