Complex | Cut & Show

BOAST: An Untarnished Heritage Brand | Cut & Show

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Ryan Babenzien:

We're not a luxury brand. We never tried to cater to the luxury crowd it just happened that way.

It was 1973, American

tennis was on the rise and the irreverent nature of the brand wasn't inspired by American style of play.

It was just more aggressive.

It didn't happen overnight the brand started at the field club in Greenwich, Connecticut. Pretty well known established conservative club. That founding automatically got it accepted into a certain class of people, but the playing field for us is pretty wide. If you look at Men's Style the polo shirt has become a classic item. It's like a pair of jeans, it's like a t-shirt, it's like a pair of Chuck Taylors. The whole vision was an untarnished heritage brand that came from place that Ralph Lauren has copied incredibly well. We're going to expand the line, and have expanded the line, but we're never going to go and do drop crotch sweatpants like Con de Garson, that's just not who we are. And we keep that as a guide as to what we design and how we design it. Certainly the iconic logo is something that is immediately identifiable. It's a Japanese maple leaf and it looks like another leaf. It always provoked a conversation of some sort.

You know the fact that we

have my brother who happens to be the creative director of Supreme designing some of our men's wear and consulting on all the creative, it's a

big deal. It's funny, if

you ask Brendan he thinks Supreme and Boast are identical because Supreme designs from a classic place and he knows it's a funky brand. It comes down to the details in the end making things look natural. So we're working off of classic styles, but we're always going to try and push the limits and reinterpret that style in a fresh and relative way. I think Minnie Mortimer calls it preppy punk. We're just willing to try things. We did a shirt with Mark McNairy. We took our classic polo with Mark's really crazy attitude of what he did in his runway show, but it's athletic. It's like an old jersey the way it plays off. So, we take chances we're always going to have fun and we're not going to become, you know, khakis and white shirts. That's not who we are.

I think it probably aggravates

some of our competitors.

Yeah, because they all

try very, very hard to get after a culture that we were born within, they have to pay to get there. There's always a rebel in every culture within that prep culture they gravitated towards Boast because of the nature of the brand and it's attitude.

From its country club-friendly roots to its modern incarnation, CEO Ryan Babenzien talks about how BOAST has always been rooted in rebelliously preppy style. From the halls of the Harvard Club to city streets, see how BOAST lives up to its bombastic name.

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