Is Brooks Brothers launching a new Retro Collegiate inspired line?
Images via Gilt
Color me uninformed, but I hadn’t heard a single whisper about Brooks Brothers launching a new line until I saw it on Giltman. (And if you don’t know what Giltman is, click here). On Monday July 12th at Noon ET, this so far unnamed line will hit Gilt exclusively*, weeks before it’s available to the general public. The demo they’re targeting will lean much younger than the traditional Brooks Brother clientele. From Gilt:
Using campus life during the Roaring Twenties as well as vintage advertising from the extensive Brooks Brothers archives, Brooks’ new collegiate-inspired line… is full of autumnal umbers and academic browns, soft cardigans and geek-chic bowties. And, in keeping with its academic inspiration, we’ve got some simple math for you: Spend $150 on these striped rugby shirts and chinos, and get $30 back...
That $30 back appears to be $30 in Gilt Credits. So know that. The new line “focuses on meticulously crafted preppy staples modernized with slimmed-down silhouettes,” which seems like a decent enough idea. Careful though, wear more than two pieces from this line at once and you’ll end up looking like you walked off the set of Dead Poets Society
None of it will be available in stores until August. Just Gilt for now, on Monday. Question: You interested? Or does the preview pics seem like it’ll all be a little too much?
Something tells me Andre 3000 might end up buying a few pieces.
*Why the asterisk? Click here for the full Dappered Giltman disclosure.
Some of the pieces look nice, but due to the way Gilt works I doubt I will buy anything. Having never tried on anything from that line I have no way of knowing how it will fit, and no interest in getting Gilt credit when/if I decide to return it.
For me, Gilt is good for things that you don’t need to worry about fitting so much: watches, shoes (to an extent), etc.
It looks like the line may be called “Brooks Brothers Heritage,” which is the name that shows up when you add items to your cart.
Just an update… doesn’t look like this line is selling so well on Gilt. Only a few interesting pieces and they’re still pretty expensive.
At the end of the day, Gilt is much more fashion-forward than even a “trendy” line from Brooks. I guess it’s a good effort at broadening their customer base, though.
i might have bought that chino jacket if it hadn’t sold out