Los Angeles-based Mind Lifeless has teamed up with heritage menswear model Brooks Brothers to introduce a brand new collaborative enterprise: Brooks Brothers California.
Based in 1818, Brooks Brothers is the oldest constantly working clothes model within the US. Evidently, it has a ton of historical past—from being the primary model to introduce ready-to-wear clothes, to straight-up altering the menswear sport with the button-down collar shirt.
However recently? Brooks Brothers has seen higher days. The model filed for chapter in 2020 attributable to a decline in gross sales attributable to the COVID-19 pandemic. Nevertheless, they turned issues round after appointing Ken Ohashi as CEO in 2021, who repositioned the corporate to immense profitability in lower than two years.
So how do Ohashi and Brooks Brothers preserve the momentum going within the ever-changing vogue panorama? Like many luxurious manufacturers have finished earlier than, they pull from streetwear tradition.
The brand new partnership with Mind Lifeless marks Brooks Brothers’ first actual streetwear link-up since collaborating with Supreme over a decade in the past. Nevertheless, Mind Lifeless x Brooks Brothers is greater than only a one-off collab—Brooks Brothers California is a complete new line. It follows an identical mannequin to how Mind Lifeless teamed up with Oakley to type Oakley Manufacturing unit Workforce.
Based on Mind Lifeless, the brand new line is “our tackle the concept this historic model was not nearly fits and shirts, however concerning the American dream of innovation and creativity. BROOKS BROTHERS CALIFORNIA isn’t just a repro of Ivy Model, however an try to interrupt custom, including private id to the basic American type.”
First teased by Mind Lifeless founder Kyle Ng again in June 2024, we now have a full take a look at the debut Brooks Brothers California assortment. Whereas it sticks to conventional American menswear kinds, Mind Lifeless’s experimental components give it a contemporary edge, making a tasteful compromise between clear formalwear and graphic-heavy streetwear.
A collaborative brand—merging Mind Lifeless’s signature head with Brooks Brothers’ floating sheep—seems on a number of items, comparable to oxford shirts and black costume pants. The matching black blazer, nonetheless, preserve branding to a minimal, that includes solely a discreet tag on the left sleeve. Rounding out the gathering are graphic tees, striped ringer tees, a navy zip-up hoodie with matching sweatpants, and a gray wool cap.
Brooks Brothers California’s Spring/Summer time 2025 assortment launches March eleventh at Mind Lifeless shops, on the Mind Lifeless web site, and at choose retailers. Try the lookbook pictures and product pictures beneath.
