How a Suit Dressed Presidents, Fought Time, and Cheated Death

Brooks Brothers, founded in 1818 by Henry Sands Brooks, became a cornerstone of American menswear through an unwavering commitment to quality, innovation, and timeless style. The company revolutionized the clothing industry in 1849 by introducing ready-to-wear suits, making tailored elegance accessible to the average American. It further cemented its cultural significance by popularizing the button-down collar shirt in 1896, adopting the Ivy League sack suit, and bringing seersucker and madras fabrics into mainstream fashion. Over two centuries, Brooks Brothers outfitted 40 of the first 45 U.S. Presidents—from James Madison and Abraham Lincoln to John F. Kennedy and Barack Obama—becoming a silent witness to pivotal moments in American history. Its garments were not merely clothing but symbols of authority, ambition, and national identity. Despite its deep roots and legacy, the brand faced mounting challenges in the 21st century. After being sold out of family hands in 1946, it changed ownership multiple times, culminating in acquisition by Italian billionaire Claudio del Vecchio in 2001. While efforts were made to modernize, the company struggled to adapt to the casualization of American workwear and the rise of e-commerce. Burdened by high debt and expensive real estate, its financial fragility was exposed when the COVID-19 pandemic decimated demand for formal office attire. On July 8, 2020, Brooks Brothers filed for Chapter 11 bankruptcy, announcing the closure of 51 stores, including its flagship Madison Avenue location. The 'Made in America' manufacturing promise, long a point of pride, collapsed as its domestic factories were shuttered due to unprofitability. However, in a dramatic turnaround, the brand was acquired in September 2020 for $325 million by a joint venture between Authentic Brands Group (ABG) and SPARC Group. This new ownership stabilized operations, preserving at least 125 U.S. retail locations and appointing fresh leadership, including CEO Ken Ohashi and creative director Michael Bastian. To reach younger consumers, they launched 'B by Brooks Brothers,' an affordable line sold through Macy’s, signaling a strategic pivot toward accessibility without abandoning core values. The brand now navigates a delicate balance: honoring its heritage of craftsmanship and formality while redefining relevance in a world of remote work and casual dress. This transformation underscores a broader lesson in business resilience—legacy alone is not enough, but when paired with strategic reinvention, even near-collapse can lead to renewal. Today, Brooks Brothers stands not as a relic, but as a living testament to the evolution of American identity, style, and perseverance. Its story reflects the tension between tradition and change, proving that enduring institutions must adapt not by erasing their past, but by reinterpreting it for a new era.

There are no comments yet.

Please log in to write the first comment.