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Brooks Brothers

First ready-to-wear fashion in America

Metrics

Leadership

Sustainability

CSR & Impact

Talent/People/Culture

Innovation

Digital Transformation

Economic Priorities

  • Worldwide
  • Fashion
  • 100 Phoenix Ave, Enfield, CT 06082, USA
  • Active
  • Creative Director: Michael Bastian; President: Ken Ohashi
  • Apparel, accessories and home furnishings
  • Worldwide
  • Private
  • Henry Sands Brooks
  • 1000
  • April 7, 1818

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Summary

Brooks Brothers, founded in 1818, is an iconic American fashion brand renowned for its classic and timeless apparel. As the oldest clothing retailer in the United States, it has built a legacy of craftsmanship, innovation, and quality, catering to presidents, professionals, and style-conscious individuals alike. The brand is synonymous with preppy elegance, offering meticulously tailored suits, crisp dress shirts, and a range of sophisticated casual wear. Known for introducing wardrobe staples like the button-down collar shirt and the ready-to-wear suit, Brooks Brothers has cemented its place as a pioneer in American menswear, combining tradition with contemporary sensibilities. Despite facing challenges in recent years, it is a symbol of American heritage and style.

Vision

Brooks Brothers designs for discerning individuals who value tradition and craftsmanship. As one of America’s oldest and most respected luxury brands, Brooks Brothers is committed to preserving its rich heritage while continuously evolving to meet the needs of modern consumers. The brand seeks to be a global leader in luxury apparel by offering timeless designs that combine tradition with contemporary sophistication. Brooks Brothers’ vision is to set the standard for excellence in menswear and beyond, ensuring that every product reflects the brand’s unwavering dedication to quality, innovation, and authenticity.

In addition to its commitment to style and quality, Brooks Brothers envisions itself as a leader in responsible and sustainable fashion. The brand strives to make a positive impact on the world by embracing ethical practices in sourcing, production, and business operations. By promoting sustainability and giving back to the communities it serves, Brooks Brothers aims to create a legacy of integrity and social responsibility that extends far beyond its products. This vision underscores the brand’s belief that true luxury is not just about what you wear, but how it is made and the values it represents.

Mission Statement

Brooks Brothers; mission is to enhance lives within and beyond the communities it serves, driven by a strong commitment to social responsibility. The luxury menswear brand partners with local, national, and international non-profit organizations that focus on issues such as health, education, and the arts. By aligning with causes that impact men’s, women’s, and children’s well-being, Brooks Brothers aims to make a meaningful difference in the lives of those they touch, reflecting the brand’s values of care, compassion, and community engagement.

At the heart of Brooks Brothers’ mission is the belief that business success goes hand in hand with making a positive social impact. The luxury brand’s initiatives extend beyond mere philanthropy; they are integral to its identity. By supporting educational programs, health-related causes, and cultural initiatives, Brooks Brothers strives to create lasting change, fostering a better future for the communities it serves and contributing to the broader global society.

History

Henry Sands Brooks launched his label “H. and D. H. Brooks and Co.” in Manhattan, on April 7 1818 with a vision to deal only in the finest merchandise- to retail it at a fair profit- and to deal with consumers who appreciate such merchandise. In 1833 his children Elisha, Daniel, Edward and John inherited the family business and renamed it “Brooks Brothers.”

During the cotton boom of the nineteenth century Brooks Brothers handcrafted collections with cotton. In its early history, the fashion brand was credited with introducing the ready-to-wear suit to Americans. And- their success continued to spiral at an upward trajectory. In the mid-nineteenth century Brooks Brothers outfitted United States President Abraham Lincoln. At his second inauguration, Lincoln wore a coat designed for him by Brooks Brothers. Hand-stitched into the lining was an eagle astride an inscription “One Country, One Destiny.” Since- Brooks Brothers has outfitted forty-one American Presidents.

The last member of the Brooks family to head the company was Winthrop Holly Brooks who helmed the company from 1935-46 after which it was acquired by “Julius Garfinckel and Co.” Although Winthrop Brooks remained with the company John C. Wood became Director. Under his leadership, Brooks Brothers became traditional. By 1971 there were eleven Brooks Brothers stores. In 1981 the company was purchased by “Allied Stores” and in 1988 re-purchased by British firm “Marks and Spencer”. In 2001 Marks and Spencer resold Brooks Brothers to “Retail Brand Alliance” now known as “The Brooks Brothers Group” owned by Italian gentleman Claudio del Vecchio.

By the mid-20th century Brooks Brothers was one of the most popular men’s fashion brands worldwide. The look was understated but it made a quiet statement i.e. a soft grey flannel suit.. white oxford button-down.. silk foulard ties.. and calfskin brogues. To cater to a burgeoning American workforce Brooks next launched the wash-and-wear shirt and the non-iron cotton dress shirt which simplified the requirements of office dressing. Greater ease of wear also drove the popularity of the Brooks summer suit.. made of blended lightweight poplin.

In September 2007 Brooks Brothers unveiled a high-end label “Black Fleece”. Starring Thom Brown as guest designer.. Black Fleece received so much critical acclaim and commercial success that the company opened a Black Fleece standalone boutique the following year. Up next was a line of luxury home furnishings. There was no looking back. In 2015 there were 210 Brooks Brothers stores in the United States and an estimated seventy stores in other countries.

However between 2017— 19 sales declined and soon the company proposed closing its three American factories. On 8 July 2020 it was reported that Brooks Brothers was filing for Chapter 11 bankruptcy. The reason- per Financial Times- “When it comes to tastes and style Brooks Brothers has been swimming against the tide. Its formal old school approach found favor among mature and more traditional demographics but it has become increasingly out-of-step with a new generation of consumers.”

The silver lining appeared when Brooks Brothers announced on 11 August 2020 that it would be sold for an estimated $325 million to “Authentic Brands Group” and “SPARC Group LLC.” Per Business Wire: “As part of the agreement SPARC has committed to continue operating at least 125 Brooks Brothers retail locations. The bidders intend to preserve the iconic Brooks Brothers brand and to continue to serve the Company’s loyal customers.”

Recently the joint owners named Ken Ohashi as President and Michael Bastian as Creative Director. Zac Posen- who was Creative Director of the womenswear since 2014- exited the company. Per GQ: “Bastian is an icon from the menswear era—the movement in men’s clothing that ran from the mid-Aughts to the early ’10s championing heritage brands Mad Men-adjacent tailoring and real-heads-only products like double-monkstrap shoes… He was a ready dance partner whenever a brand needed an injection of menswear zeitgeist…”

The future looks bright judging by critical acclaim of its newest collection. By continuing to blend craftsmanship and technology while honouring its history.. the two-hundred year old company is sure to be at the forefront once again. Brooks Brothers is working with AI firm ORS Group to help it figure out everything from how many shirts it should have in stock at each store to how much a promotion drives sales. It also plans to adopt blockchain technology that ORS is testing and working with MIT professors across its supply chain.

Key Team

Creative Director: Michael Bastian
President: Ken Ohashi

Products and Services

Brooks Brothers designs classic menswear staples such as tailored suits, dress shirts, and outerwear, as well as casual wear that combines elegance with comfort. Brooks Brothers also caters to women with a sophisticated collection of professional attire, casual clothing, and fashion accessories that mirror the luxury fashion brand’s commitment to quality and style. Each piece is designed with attention to detail, using premium materials that reflect the brand heritage of craftsmanship and its dedication to providing products that stand the test of time.

Brooks Brothers also provides a suite of services that enhance the shopping experience and ensure customer satisfaction. The brand offers personalized tailoring to guarantee that every garment fits perfectly. Brooks Brothers also provides custom-made options, allowing customers to create bespoke clothing that meets their specific preferences and needs. Moreover, the brand’s exceptional customer service extends to both in-store and online shopping, with knowledgeable staff ready to assist in finding the perfect pieces and ensuring a seamless shopping experience. Through these products and services, Brooks Brothers continues to uphold its reputation as a leader in luxury fashion, delivering excellence at every touchpoint.

Recognition and Awards

Brooks Brothers is widely recognized as a hallmark of American fashion, celebrated for its enduring commitment to quality and elegance. Over its two-century history, the brand has garnered acclaim for dressing numerous U.S. presidents, including Abraham Lincoln, who famously wore a Brooks Brothers coat to his second inauguration. It is credited with iconic innovations like the ready-to-wear suit and the button-down shirt, solidifying its influence on classic menswear. The label’s reputation extends beyond politics and business, resonating in pop culture as a symbol of sophistication and tradition. Its global presence and loyal following attest to the brand’s ability to remain relevant while honoring its storied heritage, making Brooks Brothers synonymous with timeless American style.

References