Boola, Boola! Boyer On Ivy, 1999

You may have seen a piece (in our Ephemera section, for example) that Bruce Boyer wrote for Forbes in 1999 called “Boola, Boola.” Well we’re happy to announce that Monsieur Boyer herein unveils his extended director’s cut. The article is full not only of his lively writing and historical facts, but has the temporal interest of adumbrating our “Ivy Trendwatch” by quite a few years.

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Boola, Boola: American Internationalism and The Ivy League Revival
By G. Bruce Boyer

At a fund-raising dinner in Miami, back when he was running for the Presidency, George Bush (Senior) told his audience how upset he was by an attack on him in Cuba’s daily newspaper Granma. “They called me a fascist in a democratic suit,” he grumbled. And of course the newspaper had gotten it nicely half-right: Slightly disheveled in a sack-cut suit, and given to colorful Shetland crewneck sweaters, khaki windbreakers and deck shoes, Bush is perhaps the best presidential example we have of American democratic business dress.

And as a graduate of Andover and Yale, why shouldn’t he? For the greater part of this century that dress has meant Ivy League clothes, an Eastern Establishment approach to the wardrobe for democracy’s ruling classes that was purposefully nonchalant and colorful. Easy fitting clothes without too much body consciousness about them. Or fashion, for that matter.

Three-button sack suits — cut purposefully nonchalant without darts and with little padding and interlinings, jackets are meant to hang straight down from the shoulders — and oxford cloth buttondown shirts, tassel loafers, pastel-colored Shetland crewneck sweaters, Harris tweed sports jackets, regimental striped ties, and bright argyle socks have been the mainstays of Ivy League style since the mid-1920s. From the 1930s through the 1960s men’s magazines regularly scouted the Ivy League campuses for the latest styles that would find their way to country club and chic resort. When Esquire listed the most prominent “birthplaces of style” in 1934, both Yale and Princeton were in the top ten.

After World War II it’s understated and comfortably nonchalant style became THE sartorial symbol of America’s managerial elite. Sloan Wilson’s novel The Man in the Gray Flannel Suit popularized the idea that Madison Avenue was Ivy’s true home, but it really was taken up by a wide spectrum of men, from cutting-edge jazz musicians (Miles Davis was resplendent) to politicos (Robert Kennedy, calculatingly  tousled). Its exaggerated understatement became the basis of America’s post-war look as we accepted the mantle of international leadership in the West.

Every college and university town had at least one clothing store – the veritable “campus shop” – catering to the sartorial needs of faculty and students. Some of these shops – one thinks of Princeton’s Langrock, the Georgetowne University Shop, Cambridge’s Andover Shop, Julian’s College Shop in Chapel Hill, and J. Press in New Haven  – had national followings.

Today all but a handful of these institutions are gone, given over to video shops and pizza restaurants. Unfortunate, because Ivy League styling is making something of a comeback. All the components are certainly there of le style preppy/ lo stile college  in Europe, where every clothing manufacturer has come up with his own version of the Brooks Brothers buttondown, with its rolled simulated negligence, and the small-shouldered, closer-fitting, three-button suit is the latest sartoria silhouette. After years of selling us one fashionable trend after another – from highly engineered Milanese power looks, to caricatured versions of British m’lords, the Europeans are bringing us to re-evaluate our home grown classic wardrobe.

The movement towards this peculiarly American genre has been building for some time. If the Eighties was the age of the big-shouldered power look in tailored clothing, the Nineties has moved men towards a more casual, sophisticated elegance. It has been in fact a casual revolution that emphasized comfort, color, and texture over the muscular silhouettes and earth-toned fabrics that the important Italian designers like Armani brought us over decade ago. The formality of the dark worsted power suit has been replaced by the deliberate deshabille melange of checked shirts and cashmere ties with soft flannel suits, of wearing a quilted paddock jacket over a business suit to town, or a navy blazer with a polo shirt, corduroys, and suede tassel loafers.

Ever since tailored clothing has become more and more of an option as business dress, the suit has had to move decidedly in the direction of comfort, meaning softer fabrics and construction: lighter-weight cloths, less padding, less stiffness, less shaping.

All of which is the essence of the Ivy League tailored silhouette. The jacket with its smaller, shirt-sleeve shoulder, straight lines, soft chest construction, and narrower trouser, presents a trimmer, uncluttered, intently understated look, enlivened by bright colors and more tactile fabrics: Pink and yellow oxford cloth shirts, Shetland tweeds in plaids and windowpanes, pastel cashmere socks, brightly striped ties.

And after years of the Europeans influencing us, it now appears to be the other way ‘round. There is a sort of fashion nullification in all this, and while the Euro hyper-designed monstrosities are still seen on the runways, American designers have begun to control the high ground of inspiration for clothing seen on the street. Ralph Lauren is of course the Godfather of Designer Ivy, Tommy Hilfiger a close second.

It’s no coincidence that Brooks Brothers, the name most traditionally synonymous with the Ivy look, has freshened itself up after a decade and more of drifting stagnation and confusion. Nor that the Italian manufacturers have been deserting the their cool, high-tech approach with all it’s over-sized sleekness and sludge-colored crepey fabrics for a calculated casualness of lightweight flannels, cashmeres, and tweeds. The French mimic preppy with a vengeance. In Paris the native Faconnable store and the American Polo shop – across the street from one another – are almost indistinguishable to the untutored eye.

This casualization of the wardrobe has been easy for us to re-absorb, since we invented it. We invented soft and comfortable tailored clothing and sportswear, as well as the idea of mixing town and country, business and sports clothes together.

While sportswear has regrettably devolved into the truly unkempt sweatsuit look –  and many people unfortunately look at their least athletic while wearing pseudo-athletic gear – at its most unseemly in supermarkets and restaurants, business wear has profited. Tailored clothing is softer and more comfortable than ever. Color and texture are back. It’s a new internationalism, but it’s got a particularly American flavor.

30 Comments on "Boola, Boola! Boyer On Ivy, 1999"

  1. Unfortunately, Princeton doesn’t really have a “campus shop” anymore. I suspect that Langrock existed in the space now occupied by J.Crew. We do, however, have a Nick Hilton, but it’s a considerable walk from campus and not especially well known.

  2. What a great contest! Thanks so much to all of the sponsors for doing this! And, of course, to you, Christian, for organizing it!

  3. Another great piece by Mr. Bruce Boyer.

  4. At least Brooks in moving to Princeton. Also, J. McLaughlin, while not exactly “Ivy,” at least has some decent ties, shirts, and pants. I always thought that the clubs should make more of an effort to attract tailors for once a year fittings and/or trunk shows.

  5. As on target today as ’99.

  6. Austin, when does the Brooks Brothers store move into Princeton, if you know?

  7. I think Brooks will open in September 2012 in the old Banana Republic space.

  8. Unmentioned (no doubt deliberately—there’s only so much you can or should fit into an article) is Fred Astaire and his impact on the way American men dress. While he was no fan of the Ivy League look, his personal style had many things in common with it.

  9. Bulldog, bulldog, bow wow wow!

  10. Thanks for sharing Christian!

  11. I wonder, did Columbia ever have its own campus shop? Or did the students just rely on Brooks, Chipp, and the other shops in the city?

  12. This was an excellent post. I am really glad to get such a great insight about the history of American fashion, and more importanly to hear America is gaining dominance in the area we do best: looking good!

  13. Boola, Boola

    Babble, Babble

  14. NL- It wouldn’t really be an issue for Columbia students in New York, but it’s a good question.

  15. Boola boola, boola boo!

  16. As usual, Mr. Boyer delivers.

    On a side note, that last sentence reminded me of Woodrow Wilson.

    “It’s a new internationalism, but it’s got a particularly American flavor.”

  17. Drew Poling | July 2, 2012 at 9:52 pm |

    I worked at the old Georgetown University Shop when I was a student at GU. Fondly remembered. Dearly missed.

  18. Drew
    The up side is shopping during the slow times, the down side is never bring any money home. All dressed up and no where to go. (afford to go)

  19. its a shame that the campus shops have dissipated. coming from a town with 7 various colleges, though none ivy, i suppose it was at point a great place for “ivy” style. now its only campus bookstores which sell cheap made in china coffee pots, and hooded sweatshirts of the same origin. then there’s the mall… sad to stay i cant remember the last time i saw a real button down on a gentleman under 30.

  20. Is anyone aware of a rebirth of “campus shops” in the vein of BB, J. Press, etc.?

  21. OldSchool | July 3, 2012 at 6:09 am |

    I had the pleasure of visiting the Princeton University
    on-campus Store in 1965. They actually sold shirts like this:

    http://www.thecaptainsvintage.com/Ebay/11-10-2011-1693.JPG

  22. Ralph Lorin
    Thanks for the link, good article, the Jewish origins of ivy league have been celebrated on this blog.

    Ralph Lauren’s story is interesting, critics say his name change from Lifshits was for marketing purposes and he stole every idea from his employer Books Brothers.

    The story I heard, many decades ago, was that the surname Lauren was actually the name his father, a successful artist, sign his paintings with.

    The Brooks Brothers “theft’ was admitted in the very early 70s. His intent was to update and democratize the ivy look, starting with ties, the rest is history. Interestingly, if it hadn’t been for the “theft’ and RL’s success, Brooks Brothers would never have experience it’s expansion across America.

  23. K.Bassett | July 3, 2012 at 6:59 am |

    Here! Here!

  24. Note to all: I take no responsibly for my poor spelling, grammar, editing, etc., when I figure out who to blame I’ll get back with you.

  25. NaturalShoulder | July 3, 2012 at 8:34 am |

    I always enjoy reading the work of Mr. Boyer. Congratulations on the 10,000 plateau.

  26. Yale rhymes with jail. Untrustworthy fellows.

  27. Do my eyes deceive or does Boyer use the phrase “purposefully nonchalant” twice?

    An important piece, and it’s significant that he relies on this phrase at least twice.

    Purposefully nonchalant.
    Purposefully nonchalant.

    Rolls off the tongue, doesn’t it?
    Purposefully nonchalant.

    Nonchalant–casual, relaxed, minimal effort. Yet purposeful, as in intentional, or, if I may, even planned. The irony of the style: that forethought, self consciousness, and a bit of work are required. There’ll be no nonchalance without effort.

    Intentionally casual. No, that doesn’t quite suffice. Let’s go with purposefully nonchalant.

    Spot on, Boyer.

  28. Here, then, is an argument in favor of the next Trad/Ivy blog.

    Purposefully nonchalant.

    But don’t look at me. I am resigned to the comments section of Ivy Style.

  29. Arthur E. Lloyd III | February 9, 2014 at 4:58 pm |

    Occasionally chalant…

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