AS IF Interviews Brooks Brothers CEO Claudio Del Vecchio

FASHION

CLAUDIO DEL VECCHIO ON 201 YEARS OF BROOKS BROTHERS IN AMERICA AND 40 YEARS IN JAPAN

JUNE 6, 2019

WORDS

by KRISTOPHER FRASER

PHOTOS

COURTESY of PURPLE PR

Last month, Brooks Brothers commemorated its 40th anniversary in Japan with a special runway show in Tokyo. The event was attended by over 400 guests at the brand’s first-ever show in Japan, and the third runway show in Brooks Brothers history. The show featured 60 looks for both men and women, the latter designed by Zac Posen, creative director of the women’s collections.

“We wanted to do something special to celebrate our 40 years in Japan,” Claudio Del Vecchio, CEO of Brooks Brothers said. “Brooks Brothers was one of the first brands to open in the country — which spoke to our innovation at the time. The show allowed us to feature our merchandise and demonstrate that though sometimes thought of a traditional brand, Brooks Brothers continues to innovate.”

He added that, “Not only were we among the first brands to open in Japan, it was also the first international market for Brooks Brothers. There is a genuine appreciation and understanding for Brooks Brothers in Japan — we are viewed as the true American brand.”

Brooks Brothers Tokyo Runway Show

The show took place at the Meijijingu Galen because the brand wanted a venue that was completely unexpected that had not been used for another fashion or luxury event. “Not only did we find a unique space but staging the show in a baseball diamond celebrated a pastime which both Japan and U.S.A. have in common. Also, the complex itself is located in Aoyama — the original neighborhood of Brooks Brothers where our 1979 flagship still stands today,” Del Vecchio said.

This year Brooks Brothers is celebrating 201 years of fashion, craftsmanship and innovation, and del Vecchio says that celebration continues to be one of the company’s core values. For fall, they have new product arriving, including the arrival of their new performance dress shirts made using Coolmax. Their Golden Fleece shoe collection is another major development blending traditional craftsmanship with luxury materials and construction for both comfort and quality.

Del Vecchio said Brooks Brothers style transcends global fashion trends because, “We have a long heritage of authenticity and craftsmanship — these are qualities appreciated all over the world. Brooks Brothers actually invented many items which part of every wardrobe in the world are now; the ready-made suit, the button-down shirt, even sporting apparel worn on the street — these are all Brooks Brothers inventions and innovations.”

Brooks Brothers Tokyo Runway Show

“Not only were we among the first brands to open in Japan, it was also the first international market for Brooks Brothers.”

Brooks Brothers Tokyo Runway Show

This global appeal is marked by Japan now being the company’s largest market outside of America. Brooks Brothers is also continuing to reinvent itself for their consumers all across the globe. Their recent runway shows have helped them build their international presence as they offer global shows and events for consumers to have a new way to look at the brand. The brand’s younger Red Fleece label, designed with the young entrepreneur in mind, is also performing exceptionally well. The brand also recently opened their new global concept store at New York’s Hudson Yards, the new playground for luxury lovers and New York’s wealthy. The new Hudson Yards store is the first to feature the company’s new design aesthetic.

Zac Posen has also been a blessing for the brand as sales of the women’s collections continue to grow at a rapid pace. “Zac has done a terrific job of evolving our women’s collection,” Del Vecchio said. “It’s a true collaboration. Our existing customers have been very happy, and his work has brought an entirely new customer to Brooks Brothers who maybe didn’t even know we offered a women’s collection.”

It’s been 40 fabulous years in Japan, and 201 historic years in America, and Brooks Brothers is already looking forward to 202. They are going all around the world in tailored style.

Brooks Brothers Tokyo Runway Show

“We have a long heritage of authenticity and craftsmanship — these are qualities appreciated all over the world.”

Brooks Brothers Tokyo Runway Show

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