Wedding Photographer Builds a Golf Brand on "Good > Safe" | Jonny Hoffner | So Many Questions

Jonny Hoffner turned a philosophy degree into a 17-year wedding photography career and then, during COVID, started a golf apparel brand built around a single idea: good doesn't have to mean safe.Jonny is the co-founder of Paper Antler Photography and Good Lion Golf. He and his wife Michelle have been full-time photographers since 2007, working exclusively from natural light and word-of-mouth referrals. Good Lion Golf launched four years ago after a single sentence on a golf course sparked an idea he couldn't shake.In this conversation: how he accidentally fell into wedding photography, what 42 weddings in one year taught him about sustainability, why Good Lion exists in the narrow space between bland country club culture and loud fratty golf aesthetics, and what therapy and a very simple question from a counselor changed for him. 🔗 Paper Antler Photography: https://www.paperantler.com/🔗 Good Lion Golf: https://www.goodliongolf.com/