Iconic Guitars and John Cruz: A New Era in Boutique Guitar craftsmanship
NAMM 2025: The innovative boutique guitar brand, Iconic Guitars, has announced an exciting collaboration with renowned luthier John Cruz, formerly of Fender Custom Shop, marking the beginning of a transformative partnership.
Cruz, who served as Senior Master Builder at Fender’s prestigious Custom Shop, departed in 2020 following a controversial social media incident. He later launched his own venture, John Cruz Custom Guitars, which concluded operations in 2023. With his extensive background and craftsmanship, Cruz is set to enhance Iconic Guitars, a company established in 2012.
This strategic alliance is a smart move for Iconic, known for its classic guitar designs inspired by iconic models like the Stratocaster, Telecaster, and Gibson Les Paul, all while incorporating contemporary elements.
Blending Tradition with innovation
The collaboration will see Cruz working closely with Kevin Proctor, the CEO and founder of Iconic Guitars. Their goal is to merge Cruz’s celebrated relic techniques with Iconic’s modern design beliefs and advanced manufacturing processes.
While the primary operations will take place at Iconic’s California facility,Cruz’s workshop in tennessee will also play a role in their joint projects. instruments produced through this partnership will feature a unique Iconic-John Cruz logo on the back of the headstock, representing the union of two master luthiers.
Commitment to Craftsmanship
Iconic Guitars is dedicated to “preserving the timeless art of luthiery,” offering a variety of models such as the La Playa (inspired by Les Paul), Solana (inspired by Strat), and Tamarack (inspired by Tele), all crafted by skilled artisans.
“John Cruz is a name that resonates with quality in the guitar industry,” Proctor states. “His craftsmanship aligns seamlessly with our mission to create top-tier instruments that captivate both musicians and collectors. Together, we are poised to elevate the boutique guitar standard.”
Expanding Horizons
This collaboration is expected to propel Iconic Guitars into new markets, with plans for a limited-edition series of guitars on the horizon.
“Our aim is to deliver products that deeply connect with players and collectors,” Proctor elaborates. “This partnership is a strategic investment in our mutual success.”
The initial results of this collaboration will be unveiled at NAMM 2025, with availability through the Iconic Guitars website and select retailers shortly thereafter.
For more information, visit Iconic Guitars.
