Don't look now, but Andy Spade
is readying us to join the team,
of the country club set, that is.
The eighties tennis brand Boast
has tapped Partners and Spade to relaunch
and revitalize the eighties cult brand.
Founded by Bill St John, a Cornell grad and tennis pro
from Greenwich Conn, he started the company
in 1973 to offer an alternative
to European lines like Lacoste and Fred Perry.
It was sold in specialty stores and pro shops
frequented by prepsters.
In the late eighties he refocused the brand into
a private label supplier to country club shops.
Speed through a few years,
enter new partners
Alexander Tiger and John Dowling
who have relaunched label
as BoastUSA with an ecommerce site
and plans to expand distribution to
pro shops and specialty retailers in coming months.*
What I find particularly clever,
is the rag tag, Roal Tenenbaums spin Andy Spade et al
has given the campaign....
." Off kilter-country club-William Hurt in the Big Chill".
Retailing for about $68, the shirts don't exactly break the bank,
but there is a $1200 limited edition navy blazer to
kick it up a notch, look for shorts to follow next spring.