Recently we mentioned the “Main Street” Ivy brands that flickered briefly during the heyday, which often touted their wares as “authentic natural shoulder fashions,” as if one were buying an ethos along with a jacket cut.
Of course, among the original arbiters of the Ivy League Look, the natural shoulder was an expression of the values and culture of America’s WASPy upper middle class. But because they got their clothes from Brooks and Press (and The Andover Shop and Langrock and so forth), their clothes weren’t advertised as “authentic” because they actually were.
To wit, check out the ad by Varsity Town’s Madisonaire line from 1966, one year before the fall of the Ivy League Look. What do you bet that by ’68 the street-sign logo was changed to Haight-Ashbury?
Either way it’s still Main Street, a wonderful example of commerce at work and the flourishing of the Ivy League Look to men across the nation, who, if they couldn’t get the real deal, could at least get a replica. — CC