Brooks Brothers knows that a good percentage of its customer base attends fancy private colleges, probably on the east coast and most definitely part of one league or another (preferably an ivy one).
The brand is finally embracing this fact with gusto by producing, for the first time in its two hundred-year history, a line of college apparel for 15 universities. Behold, the nation’s preppiest student bodies:
7. Boston College
8. Notre Dame
9. The U.S. Naval Academy
11. University of Virginia
12. New York University
13. Ohio State University
14. Universities of Alabama
15. University of Georgia
“The key for us is re-establishing our connection with what we call the college community–students, faculty and alumni,” Brooks Brothers representative Karl Haller told Bloomberg. “We have a pretty well-educated customer and there’s a built-in opportunity with alumni who are already our customer base.”
In true gentlemanly form, the line will only include sweaters, dress and polo shirts and ties; please, no sweatshirts or tacky themed boxers for the likes of these collegians. The lines will be sold in campus bookstores, nationwide retailers and online; the Manhattan Madison Avenue store will exclusively sell the lines for the Ivy League schools plus NYU. The brand claims to be reaching out to students unaware of the brand as well as college sports fans, especially in southern schools where it’s (apparently?) common for students to wear button-downs and ties to sporting events.
May we request some bulldog-embroidered chinos in Nantucket red?