In our recent post on the rise and fall of Ivy, we noted how since the fall of the Ivy League Look J. Press has gradually gone from a young man’s brand to an old man’s, while the clothes have remained largely the same.

Well as we’ve reported previously, J. Press is going after a younger customer again with its new York Street collection, and the clothes, designed by the brothers behind Ovadia & Sons, ain’t exactly the same. GQ did a write-up in its current issue. You can read it here, and note that not only are the clothes young and hip, but so is the writing:

… making boxy fits slimmer and subbing out basic fabrics with featherweight linen and British Millerain cotton. You know, the good shit.

Pictured above are Whiffens poofed out in items from the York Street collection. — CC

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