Boston Magazine has a lengthy profile on Vineyard Vines that includes a number of quotes from Richard Press and myself regarding VV’s particular branch — or vine — on the Ivy/prep/trad tree.
By way of snippet:
That’s where Vineyard Vines came in. What they were doing when they started wasn’t particularly revolutionary—we’re still talking about ties—but the open invitation to join the club was something novel. The lifestyle they were selling was different, too, and timely, reflecting a shift in focus from how you made your money to what you did when it came time to spend it. “They were able to tap into something archetypal that is a very mainstream, middle-class version of a sort of New England lifestyle,” Chensvold says. Vineyard Vines is, no doubt, a mall brand, but also a Main Street one. “I think it’s easy for purists to mock them, but prep is something that constantly renews itself.” Vineyard Vines, Chensvold explains, is staying true to the style, albeit in a diluted way, “with their madras-y shirts and belts and models wearing boat shoes,” while in other ways playing to general consumer tastes—most poignantly, he says, “to a consumer who doesn’t know the difference.” Or as Press puts it, “Is Vineyard Vines a little copycat? Absolutely. But certainly not the first.”
Check out the full feature here. — CHRISTIAN CHENSVOLD