New England Brands Reclaim Prep
Boast and J. Press, two iconic New England brands, are leading a prep style comeback with heritage fabrics and collegiate motifs Boast and J. Press, Two New England Brands, Reclaim Prep Style.
Boast, known for its tennis-inspired apparel featuring the Japanese maple leaf logo, faded in the late 1980s but was revived in 2011 and is now sold at Saks Fifth Avenue and trendy boutiques. J. Press, a traditional clothier with ties to Ivy League universities, faced challenges adapting to changing fashion trends and a more casual culture. Both brands are capitalizing on a renewed interest in classic American styles, driven by a desire for quality, authenticity, and a rejection of fast fashion. This resurgence reflects a broader trend of heritage brands finding new audiences by staying true to their roots while offering updated designs and collaborations.
