ONTD

5:04 pm - 12/08/2012

Whaa? Baseball caps with Tuxedos?

Male Supermodels Are Back!

gents

Super Male models Adam Senn (Dolce & Gabbana Sport), Chad White ( Dolce & Gabbana) and Kevin Sampaio (D Squared) are all part of the new steamy advertising campaign for “Gents.”

The ads are geared at men's fashion that makes baseball caps high end and Gents is hoping to start a trend with guys rocking them with tuxedos.



source
pic source & article 2

The Launch: Gents and the Pursuit of the Perfect Baseball Cap

BY MATTHEW SEBRA

A baseball hat might be the simplest accessory most guys can, and do, throw on before running out the door but the truth of the matter is that while we love a good of-the-moment snapback and showing some team support up top, neither option is what you'd call elegant. Josh Reed is looking to fix that with his new brand Gents. "It's going to be the best of the essentials," Reed says about the company which launches today with elevated baseball caps and will soon grow into offering other headwear styles and clothing. Reed started with the baseball cap quite simply because it's what he wore most. Having worked for big names in the fashion industry and as an Hollywood agent, Reed found himself with one on working red carpets, at meetings, and traveling in between the two. So when he set out to craft his own, he did it with all the details in mind of making a luxury product at an affordable price.

Reed appreciated the technology behind the best-selling FlexFit hats out there, but not the branding using the material would require. Instead he developed his own band, rendered in the brand's signature royal purple, that sits inside each hat. The band meets up underneath with clean taped seams (also in purple hue) that provide structure, but not rigidity, to the crown. And aside from two thin purple lines at the rear of the hat, that's where the branding ends unlike traditional caps that have two, three extraneous labels inside and bi-color finishes (where the brim and inside colors differ from the exterior)

Reed conceived of the idea to craft the best baseball cap he could almost two years ago and worked on countless prototypes to perfect the proportions and fit he desired. While the cap market recently favors towards wider, flat brimmed versions, Gents picks up on the runway trend we've been seeing again and again of solid, sleek baseball hats that contour to the skull. In keeping with a modern sensibility for the launch, Reed designed simple, graphic symbols to be embroidered on the cap fronts. And since you can't offer luxury product without a healthy dose of service these days, the hats are completely customizable, available in an array of masculine hues, from the classic black shown here to charcoal, cobalt, and beyond, combined with whichever graphic a guy desires.

But why call it Gents? Per Reed, "I was starting off with a baseball cap, a very sporty item. I was trying to find a word that juxtaposed something so sporty. So I was thinking what's the most sophisticated, masculine word and it was gentleman." The evolution of the brand will continue with new products, like an upcoming beanie, as well as expanded cap offerings (tweed anyone?), plus a lineup of sturdy made in the U.S.A. tees as good as the pricier options out there for a lot less. Each new addition will hold true to Reed's philosophy of making goods "for the type of guy that wants to make a statement and be fashionable but he's not going to want to stand out."

For more information and to shop the collection, gentsco.com.




Really though a baseball cap with a tuxedo?
powerbottom 8th-Dec-2012 10:19 pm (UTC)
That looks really fucking tacky.

For a second I thought it was a HR campaign but then I remembered they only do the = sign and not 3.
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