He started with the word Found for his blog which makes sense for mood board meant to bring back the simplicity of the ‘60s and ‘70s. He replaced the ‘F’ with his first initial. He claims he arbitrarily added more Js to the name. It makes me think of the song “My Generation”. Roger Daltrey repeats consonants before finishing the word. I don’t doubt Justin Saunders digs the Mod subculture. Your assessment seems spot-on. ✌🏽👟💙