Fashion Quiz: What does the PR Director of one of America’s most recognizable fashion houses do when he leaves his post? Launch a lucrative career in PR as an agency owner? Write a “tell all” book about his former employer? Sell his expertise to a smaller company & ride the wave to the top once again? Or, launch a line of luxury hats & t-shirts aimed at today’s fashion aware, discriminating man with high standards of quality & fit? Anything but the last one of course… WRONG!
That’s just what fashion publicist Josh Reed did when he left his job on Seventh Avenue to launch “Gents”, a new lifestyle brand offering consumers the highest quality product with a fashionably refined design aesthetic. Gents achieves its goal via a custom built e-commerce website that allows customers to customize their selections, in real time, in seemingly endless ways to create a look that is wholly their own, but true to the DNA upon which the Gents brand is built.
Gents is launching on the narrow side as assortment goes. Reed has limited the launch to sophisticated baseball caps that feature a slew of luxury touches like custom developed interior finishing, taped seams, embroidered company logo, all in signature purple to create an eye catching interior that only the wearer knows exists. Add to that a beefy, but tactile cotton/Lycra twill fabrication that doesn’t collapse when sitting on the shelf, thus preserving the shape of the cap for many, many months to come. Finally, the customer can choose their color, embroidery artwork & add a monogram (or short word) in one of 4 spots. The result… a nearly couture quality baseball cap that is a one of a kind piece that delivers comfort, design & function in a manner never before possible.
Other product categories are already planned. In fact, t-shirts are now available in some of the softest cotton jersey this observer has ever felt, in a fit that is thoughtfully contoured to give this most basic of garments just enough fashion punch to attract a cult following. Next on the horizon? Gym bags.
Some would argue that these items seem trivial & fringe to an overall fashionable wardrobe, but ask any man & he’ll tell you that a great fitting hat & a great fitting, super soft t-shirt are nearly impossible to find. They are every man’s casual “go to” items. This company is definitely on the move & has major fashion aspirations. They’ve just shot a major ad campaign in the spirit of classic Helmet Newton photographs that use sex appeal & artful direction to achieve the brand message. Look for them on a billboard, magazine or mailbox near you soon.
Turnaround time for custom caps is about 7-10 days and styles are available in S/M and L/XL sizes. Prices start $48.50 for the ready-made base collection & jump slightly to $58.50 for a custom built monogrammed model.