Brooks Brothers marks a milestone by honoring the cultural impact of its iconic shirt, featuring notable voices in a campaign reflecting its legacy.
Brooks Brothers, a staple in American fashion since its founding in 1818, is commemorating the 125th anniversary of its iconic button-down collar shirt with a campaign that highlights its historical significance and cultural impact. This event is rooted in the shirt’s origins in the sport of polo, where it was designed to prevent collars from flapping during play. The concept emerged in 1896 when John Brooks, grandson of the company’s founder, observed polo players in England and recognized the functionality of their pinned-down collars.
Marking this milestone, Brooks Brothers has launched a series of activations and special events throughout the year. The campaign features nine notable individuals from diverse backgrounds, including actress and activist Selma Blair, comedian Hasan Minhaj, entrepreneur Antwan Tolliver, journalist Lisa Birnbach, New York City Ballet principal dancer Chun Wai Chan, “Humans of New York” creator Brandon Stanton, WNBA player and union president Nneka Ogwumike, competitive pipe surfer Balaram Stack, and nonprofit leader Alan van Capelle.
Photographed by Stas Komarovski in black-and-white, each participant wears the button-down collar shirt and shares their personal experiences regarding its influence on fashion and style. “I believe in the power of a button-down shirt,” Blair conveyed, adding that it is emblematic of American film and lifestyle aesthetics. Birnbach also emphasized the shirt’s historical significance, stating, “Until the button-down collar was invented by Brooks Brothers, collars would flap in athletes’ faces when they were playing polo. That’s the original idea of sportswear.”
Ken Ohashi, the chief executive officer of Brooks Brothers, articulated the intent behind the campaign, stating that the celebration of the button-down shirt serves not only as a tribute to a specific garment but also as recognition of its role in American style. “We want to remind the consumer we were the originator of the button-down shirt,” he said, pledging to keep the brand relevant while honoring its rich history. Ohashi noted that although the company has been focusing on expanding its sportswear line, traditional shirts and suiting remain foundational aspects of the business.
Historically, before the introduction of the button-down by Brooks Brothers, collars were rigid, sized, and sewn onto shirts. Initially offered in white, the shirt gained popularity in pastel colors due to the influence of the Duke of Windsor during the 1920s. The current lineup includes a diverse array of colors, patterns, and fabrics, catering to a wide range of customers. Ohashi confirmed that white and blue continue to dominate sales while the company offers made-to-measure options.
The button-down collar shirt has been embraced across generations and has been worn by various iconic figures, including U.S. presidents and style legends such as Paul Newman, Steve McQueen, and Audrey Hepburn. This enduring garment has even been showcased at the Museum of Modern Art.
Brooks Brothers’ creative director, Michael Bastian, reflected on the shirt’s fundamental role in menswear, noting its evolution from a functional sportswear item to a quintessential piece of clothing. He highlighted that the button-down collar inspired the establishment of Brooks Brothers’ women’s department in the 1940s, further solidifying its status as a cultural icon.
The campaign is set to commence on Wednesday, adding to the celebration of the button-down collar shirt’s impressive legacy in American fashion.
Source: Noah Wire Services
