The iconic American clothier Brooks Brothers joins the Head Of The Charles family of sponsors in 2010, and will celebrate this Wednesday with a cocktail party at their Newbury Street store in Boston.
The party will also celebrate the publication of True Prep, Lisa Birnbach and Chip Kidd's update of Birnbach's best-selling 1980 book, The Official Preppy Handbook. The new book is about how preps can adapt to the twenty-first century and do it in a sophisticated and socially acceptable manner. "We need some guidebook to help steer us through this new world, remaining dashing, charming, sporty and not too drunk," said Birnbach in a video on the Brooks Brothers online page for the book.
The original Preppy Handbook declared rowing the ultimate preppy sport, and the Head Of The Charles, then only 15 years old, the ultimate rowing event.
As a key part of its Regatta sponsorship, Brooks Brothers is providing jackets for the 1,400 volunteers and race organizers at the Head Of The Charles, and word in the volunteer community is that jacket is very nice. In addition Brooks Brothers will have two retail locations selling co-branded merchandise during the Regatta weekend. The larger store will be at the Rowing and Fitness Expo located at 1100 Soldiers Field Road. The second pop-up shop will be at the Weld Expedition at 965 Memorial Drive, adjacent to the Weld Boathouse.
Finally, Brooks Brothers has been running a rowing-themed ad as a part of its fall campaign on You Tube.
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10/20/2010 5:02:52 PM