BROOKS BROTHERS GOES TO COLLEGE
Brooks Brothers is the latest fashion retailer to capitalize on the value of college brands and large collegiate fan bases. The company has launched “The Collegiate Collection,” a line of non-iron dress shirts, sweaters, polos and woven ties that feature colors and insignias for a select group of colleges. The debut collection includes 15 schools: Alabama, Auburn, Boston College, Cornell, Columbia, Georgetown, Naval Academy, Notre Dame, New York University, Ohio State University, Princeton, Stanford, Vanderbilt, University of Virginia and Yale.
Despite its 200 year history, this is the first time the brand will sell the licensed merchandise. The classy line of college duds is certainly a new way to showcase school spirit. The clothing, which features Brooks Brothers signature preppy aesthetic and timeless designs, boasts a very Ivy-league frat boy look and feel which will mesh well for several schools on the list. Somehow we don’t see the beer-guzzling football fans at schools like OSU and Alabama rocking the dressy threads in the stands. But while the new line might not lure all students, faculty and alumni will surely be an additional target.
“The key for us is re-establishing our connection with students, faculty and alumni,” Karl Haller, VP of Strategy and Business Development for Brooks Brothers, told Bloomberg. “We have a pretty well-educated customer, and there’s a built-in opportunity with alumni who are already our customer base.”
Currently the gear is available only for men but a women’s line is said to be in the works. You can bet it’ll be a sharp contrast from the Victoria’s Secret PINK collegiate collection. Let the on-campus fashion face-offs begin.
Items are available now at brooksbrothers.com. Here’s a preview: