Hello-Hello, happy top of the new week to all of our treasured readers.
We begin today with a look at a brand we haven’t chatted about much (if at all) in this space, one with a name and history many will recognize, Boast. We have been reading about the brand’s return for some time now; word that women’s pieces are now available makes us think the company’s rebirth merits a post.
Launched in the 1970s, Boast was a standard on squash and tennis courts, seen on everyone from the Yale squash team to these notables.
The shirts, a preppy icon, were launched in Greenwich, Conn., in 1972 by All-American squash and tennis player Bill St. John. “Everyone was wearing Lacoste, but the cool camp counselors were wearing Boast,” says (John) Dowling, a former New York University film student who worked in advertising.
While the line continued to be sold in some pro shops, it essentially disappeared from the radar until 2010. Now it is back on the scene, WWD explains:
The brand is currently in about 24 doors, including Scoop, By George in Austin, Conveyor at Fred Segal and Murray’s Toggery in Nantucket. Polo shirts for men and women, which retail for $68, are the brand’s core category, rounded out by T-shirts, neckwear, casual jackets, blazers and accessories.
Below we show some of the basics for men.
The men’s accessories sport the brand’s iconic logo. (Now, now, now, lest you think we’re promoting nefarious and illegal activity by showing that logo, we are not. More on that topic in a moment.)
As mentioned, women’s apparel is now available.
These are the basic tennis shirts ($68) for women.
As with any brand we continue to monitor products closely, doing our best to stave off unwarranted attacks of Logophobia. That is why we like these tees, the logo is embroidered in the same color as the shirt.
The company is also adding pieces by Minnie Mortimer.
Two women’s knit dresses by Ms. Mortimer.
Clearly these are meant for those who are fit and trim from all those hours on the court, they look a tad…. short. (Cough-cough.)
For those unfamiliar with Ms. Mortimer, she is very much a product of the UES (Upper East Side) and a clothing designer in her own right. Below we see the designer in one of her own creation on the left, and in a Beyond Vintage piece on the right.
Tinsley Mortimer’s reality show, “High Society,” debuted last night on the CW network — but not everyone in her family is thrilled about it.
Fashion designer Minnie Mortimer Gaghan, Tinsley’s sister-in-law, froze when asked if any of her pieces would appear on the new show, given that she had previously named one of her dresses “The Tinsley.”
Spade, who previously helped co-found Kate Spade and Jack Spade, is co-creative director at Partners & Spade, an independent advertising and branding agency whose clients include J. Crew, Warby Parker and Target. Spade previously worked on the relaunch campaign for Boast two years ago but has now taken on a more active role in the company and is hammering out a potential financial stake in the brand.
I grew up wearing Boast every summer at tennis clinic (sounds so medical!) at The Meadow Club in Southampton. The preppy brand the cool gear to wear because the label’s symbol looked like a pot leaf (it’s actually a Japanese maple leaf). Who would have known?
The brand has long catered to country clubs but with a youthful, hip edge that set it apart from competing active brands. Its logo, prominent on its polo shirts, is officially a Japanese maple leaf but is often mistaken for a cannabis leaf.
This year’s Gala offers something new for those of us
not attending whose invitations were somehow misplaced.
….an inside look at the party of the year as well as on-the-scene interviews with celebrities from the worlds of fashion, film, sports, business, and society—