Designing an Intentional Life: A Conversation with Jon of Second Lake
Jon discusses Second Lake, intentional living, the process of bringing products to life, and his favorite items.
I came across Second Lake (SL) when I first started into the indoors. The SL page has become particularly memorable to me for various reasons. Jonathan, the founder, created such a beautiful space for creatives of all sizes to have a voice through his newsletter, SL Selects. In addition, it’s also a place for inspiration to strike and products to be recommended, whether that’s through his feed of neutral and beige tones, collaborative playlists, or physical products. I recently had the great opportunity to correspond with Jon and expand on all things Second Lake + learn more about himself—and I’m super excited to share his insightful thoughts here.
So, in the words of Jon, “Without further ado, let’s get right into it!”
*Parts of this conversation may have been edited or rearranged for clarity and coherence.
CS: Okay, let’s start by telling me a little bit about yourself!
Jonathan: My name is Jonathan, and I’m someone who is intentional in many aspects of my life. At some point, I became fully aware and committed to curating my wardrobe, the spaces I occupy, the ephemera I collect, etc. In doing so, I’ve honed in on how to express myself and my heritage through design and curation. That’s also something I think everyone is capable of and should sharpen.
CS: When you say you are committed to being intentional, does that mean the products should have an underlying meaning and evoke a feeling of sorts? are there rules you adhere to when curating?
J: Sort of. Naturally, everything you see from Second Lake comes from me and my view. So I don't think there are rules to curation nor a product needing to evoke an emotion, but I think my lens will often inadvertently bring about a feeling or aesthetic. Ideally, for products, a product from SL should feel like it came from SL because of the identity we create, rather than a label or a logo. And by being intentional, I mainly mean caring and paying mind to everything, even the miscellaneous stuff.
If you can learn to appreciate small little things or random things that come your way, your creativity won't have an off-switch. It's all around you!
CS: Would you say it’s synonymous with a minimalistic lifestyle too, in your experience?
J: I think by being intentional, I mainly mean to be your authentic self and to actively consider the things you love. It's a mindful approach to possessions. Mind what fills your cupboards at home. Mind the books you keep on display. Mind the utensils you use and feel out whether or not they belong. Do these items bring you any satisfaction or warmth? Are you connected to them at all?
We all gravitate towards art that touches us, books from an author that resonate, coffee mugs that may have accompanied us during a special period of our lives. These belongings deserve true intention. If your home and belongings were displayed like an art gallery or a museum exhibit, could someone learn who you are? From the writing utensils in our bags to our car keys, notebooks, walls, cupboards, and decor, we have the chance to showcase our personal style and essence. Why not show who you are through these mediums?
That's my explanation on intention and I believe it could be applied to minimalist lifestyles as well as maximalist ones.
CS: That’s such a good answer. What actions or habits do you implement in your life to keep up with this value [intention]?
J: I tend to naturally tie memories to the things I own, so in some ways, the habit is simply appreciating the things I have. I consider my belongings. I pass on or donate things that no longer serve me or align with me.
CS: When I think of being purposeful, I also think about the idea of being able to understand yourself better, and for me, that's usually done through writing entries in my journal. Do you practice something similar?
J: I reflect on the things in my camera roll a lot and I spend a lot of time researching my interests to understand myself better. If something piques your interest, just let Google feed you until you're full. The rabbit holes you can go down by simply looking up a single topic or idea are endless.
CS: How did Second Lake come to be? What is the story behind the project?
J: Second Lake began as a place for sharing images I enjoyed, and it slowly grew into a tight-knit community. Over time, I met people who shared similar interests, and along the way, the page began to attract attention. This gave me the confidence to bring some of SL’s ethos into the physical world through product. Since then, we’ve done a few projects like tote bags, soap bars, coffee mugs, and more—all as a way to flex a creative muscle, which is the essence of SL. It’s a creative outlet for myself and for those who feel drawn to what SL offers.
CS: I’m curious about the products you've made! How did you bring abstract ideas into something tangible and what was the process like? Was it important for you to have a physical embodiment of your brand to fulfill your ethos?
J: Sure! All of them have been way different. One of the more recent projects was a limited run of soap bars we did. The process wasn't too arduous, but it was lengthy as I wanted to carry it out well and get the packaging right. I spent time trying to find ways to differentiate a really simple product and the answer I found was in the details. The packaging details had to feel unique to SL.
Another project was a collaboration we did with a local tea shop on a seasonal beverage. That entire process was great because it allowed me to work alongside another individual who enjoyed SL, but was an absolute elite in their own craft. It was a great opportunity to learn and develop something new. We landed on a Kuromame-flavored milk tea and it banged. Much love to Naga.
CS: If you'll let me indulge, I would love to hear more about the process of creating a product, specifically the soap bars. Often times, we only see the final product after perfected, so what goes on behind the scenes?
J: The process for the soap bars was relatively simple. It mainly involved selecting the kind of ingredient mixture from the manufacturer selection, getting some in to test out, and moving forward from there.
CS: How long did the whole process take from conception to announcement and do you collaborate with artisans on the product and shift your focus more onto the presentation side or do you oversee everything? How do you know when a product is ready?
J: From conception to announcement, it took about a couple of months. In terms of the product marketing and logistics, that was my job to handle. And in terms of knowing when a product is ready, you get a sense of it. When all of the boxes have been checked and you feel confident in the product, you're good to go.
CS: Earlier, you mentioned how the SL community is tight-knit. What characteristics would you say the Second Lake community shares? Is there a straightforward way to put into words the ethos of SL or is it more of a "you have to see it to understand"?
J: That's a good question—I personally think the SL Community is composed of people who enjoy simple things and don't take a lot too seriously. We just like good work and good art. Be it clothing or interior design, we simply like when things are done with intention and result in something that will be cherished. In terms of putting it into words—it's kind of straightforward, but it also taps into that 'you have to see to understand' angle a little bit. I only say that because the community is full of all sorts of different people, including people you may not assume would be into what we curate. There's something in the curation that's appealing, but I can't label it.
CS: And speaking of community, you also run a Substack newsletter called "SL Selects," where you bring on various creatives to talk about their favorite items, or their grails, which is an idea that I think is unique and interesting to read about! What has been your inspiration for beginning this series in the newsletter?
J: The inspiration behind the guest profiles comes from the idea that we’re all a product of what we consume and what we allow into our lives. I think the project has found a fantastic group of people who have great taste and come from different backgrounds and cultures. By giving these guests a platform to share interests and passions, we can learn from them based on our own experiences. You might find someone who sees life through a nearly identical lens, and that connection can be incredibly rewarding.
CS: For sure! And what's something you've learnt along the way with this series?
J: If there’s one thing I’ve learned during this process, it’s that everyone is unique and appreciates different things in their own way. Every conversation has offered me something new.
CS: Scrolling all the way down your feed, I've noticed that your first post was way back in March of 2021. Would you say that the idea of Second Lake, when you first started versus now, has evolved as you grew as a person or has it stayed mostly the same?
J: I think about this often. It's definitely different from what it was then, but when you look at the older images, you can still see the direction SL was headed in. I don't think it's a stark change from then to now, but more of an evolution, like you said. It's more fine-tuned now.
CS: Creatively, where do you go to find inspiration, whether that's a place in real life or an online space like Pinterest?
J: Both of those are good answers, but my answer would be anywhere. That's likely a corny answer, you'll have to forgive me, but I think it's accurate. The attitude of SL is composed of clothing, literature, music, art, movies, memes—you name it. I can find aesthetic images on Pinterest or my explore page, but I tend to share whatever it is that had an authentic impact on me—regardless of where it came from. That's where my creativity comes from.
As an example, I was introduced to the art of Yunji Park recently by someone close to me and that opened the door for me to go learn more about the artist. It sent me down a rabbit hole. In the end, my creativity didn't do a ton of heavy lifting, but my appreciation and curiosity for what was shown to me got me there. If you can learn to appreciate small little things or random things that come your way, your creativity won't have an off-switch. It's all around you!
CS: Do you have any particular person who inspires you? why or how?
J: I think an obvious answer would be Justin Saunders and the team at JJJJound. There are more inspirations to me, but Justin Saunders followed a path when developing JJJJound that has given me structure when I think about how I want to build with SL. Simple, classic design with a bit of tongue-in-cheek in the mix. Early on, that work showed me that I could both appreciate design and have my fun with it too.
CS: I can see it! Both SL and JJJJound give off similar vibes. Minimal and utilitarian.
CS: I personally think that reflection is an important component in any creative endeavor to evolve and grow, especially to stay true to its core ethos. You've recently announced that SL has been taking some time to reflect its identity before entering its next phase. What can we expect from SL in the future?
J: More of what the community knows and loves. A revival of the newsletter and the profiles, small product drops, and playlists. On top of that, perhaps some new projects that I can't quite crack open to the world yet.
CS: As we're bringing this conversation to a close, I don't think it would be an authentic SL interview if I don't ask you some of your own questions! Without further ado... Favorite brand?
J: Adsum.
CS: Favorite Fragrance?
J: At The Barber's from Maison Margiela.
CS: Favorite Song/Record?
J: It's always changing, but right now it would have to be 'Dream police' from Mk.gee.
CS: Any personal grails?
J: As my wardrobe feels to be in a good spot right now, I'll say a house with a skylight in the kitchen.
CS: One essential non-clothing item?
J: 24 oz Hydro Flask.
CS: ...and for a question of my own, introvert or extrovert?
J: Introvert.
CS: Lastly, if you could give one message to the world, what would it be?
J: Go at your own pace and be intentional in everything you do. From friendships to work, be intentional. Give an honest effort.
A special thanks to Jon for taking the time to have this lovely conversation with me. I had a great time learning more about Second Lake and hearing his thoughts. Find more of Jonathan on Instagram and Substack. That is it, and I will see you next week!
for inquiries, contact hello@intotheindoorsjournal.com
into the indoors, 2024.