Cut and Show: BOAST's Middle Finger Attitude to Classic, Preppy Style (VIDEO)
The brand that flips the script & the bird to country club style. Founder Bill St. John used to sell the Japanese maple leaf-embroidered polos out of his car.
Image via Complex Original
American sportswear brand BOAST is firmly rooted in tennis culture, although not for being hoity-toity. Founder Bill St. John used to sell the Japanese maple leaf-embroidered polos out of his station wagon at country clubs. That its logo resembled a more herbal kind of leaf was a happy coincidence.
In 2010, CEO Ryan Babenzien brought back the '70s brand, but kept the irreverence and rebellious attitude that made it such a hit in the first place. Expanding into a full lifestyle collection, our latest Cut & Show delves into the history of the brand, and how its middle-finger-to-the-world temperament is well, quintessentially American.