It was bad news last July when the iconic American mens fashion house Brooks Brothers filed for bankruptcy. Founded in 1818, Brooks Brothers is the oldest clothing company in the country, having passed its two hundredth anniversary. The brand was quickly bought by joint investors Authentic Brands Group and Simon Property Group for $325 million in August. This was inevitable. The label is too valuable to abandon. But that label could be stuck on anything, and previous corporate owners have produced clothing lines with little reference to the classic Brooks Brothers style.
So when the new creative director Michael Bastian announced his plans for the company’s future it came as a welcome overture. He writes at Instagram, “Where to begin? Easy—go back to the fundamental icons of the brand and of course that starts with the original #ocbd the #og the icon worn by icons.”
He describes trying on an Oxford shirt “from the archives from the 80s,” writing,
it was like seeing an old friend. The weight and density of the fabric, the famous collar roll, the precise button placement and the roomy fit (that feels so right again after years of overly skinny shirts), and of course the exact perfect pink that no one got 100% right but Brooks Brothers. It’s all coming back—we’ve set up the fashion equivalent of a forensics lab to study and measure and get this shirt back to its true original glory.