Classic Prep Reboot
Classic prep is back [https://bostonmagazine.com/life-style/2026/03/10/prep-brands-boast-j-press-boston], with New England brands like Boast and J. Press reclaiming Ivy League aesthetics [https://bostonmagazine.com/life-style/2026/03/10/prep-brands-boast-j-press-boston].
J. Press was acquired by Japanese firm Onward Kashiyama in 1986, but Authentic Brands Group bought it in 2023 with the aim of revitalizing the brand. Boast, known for its tennis-inspired gear featuring a Japanese maple leaf logo, faded in the late 1980s but was relaunched in 2011. Both brands are banking on a renewed interest in the preppy style, moving beyond athleisure wear. The return of these brands reflects a broader trend of "quiet luxury," emphasizing quality and understated elegance over flashy logos.
