If you follow Ivy, you know what happens when one generation tells another, “Wear what I did the way I wore it.” The resurgence of Ivy is an opportunity to invite a new generation to the party, but in a new way.
That is an easy thing to get wrong, and a hard thing to get right. J. Press was uniquely positioned to get it right, and they have nailed it.
The recipe is art with strategy. From the Lookbook, “Not only is Ivy Style now available to anyone and everyone, it has been and continues to be revived and remixed across each decade since the “heyday.” Each garment within the J. Press Pennant Label has been meticulously chosen for its adaptability; it is able to be worn both in adherence with and in contrast to the original canon.”
Here’s one sign of the masterstroke. While there are innovations to palette and so forth, J. Press has so much Ivy in its DNA that this new collection can be worn on campus AND by a 50 year old with a sense of style.
J. Press walked that line by using prep as the invitation to this new generation. And it works. If a guitar teacher is good, they will ask a new student on day one to name three songs they love and want to play, and then teach them to play those songs they already know and love. THEN they ask, “Ok, now you wanna get good?” It is thus with Prep to Ivy in the Pennant Label.
The Pennant Label is an entire Ivy wardrobe interpreted. Sack Jackets. Corduroy Critter Pants. Puffer Vests. Every element. Some washed down. Some reimagined. All next generation Ivy.
SO Ivy, in fact, that Pennant will be offering made to measure at a target market appropriate price point in September. More on that later.
I got this gig by yelling that you have to reimagine Ivy if it is going to survive and that if you do reimagine it just a little, it will not only survive but thrive. The Pennant Label is proof of concept. Elements that a new generation can build upon over time, until a complete wardrobe of classic and traditional clothing that speaks to them is in their closet. This collection was curated – I’ve run through it and I cannot find a single misstep. I love J. Press collabs, but I really love when they stay home and make the art they really want to make.
Welcome to the party, new generation. Go to J. Press and pick out some favors.