News broke today that the brothers behind Ovadia & Sons have inked a deal with J. Press.
The alarmist headline above was in jest, of course. While initial news on Twitter was that they were appointed creative directors, GQ says they are merely designing a special collection.
“Our line will have a really cool, young attitude to it,” Ariel and Shimon told GQ. “Very collegiate, but not stuffy. And all the fits will be slimmed down, and cater to the modern guy.”
It’s a smart move, I think, for J. Press, which from 1902-1967 catered significantly, if not predominantly, to young men, but which since the fall of the Ivy heyday has watched its clientele get older and older. — CC