It’s not often you see a clothing line come along and provide promotional shots that include an ATV (above), a guy trying desperately to manage a bloody nose and another spooning out cantaloupe while inside a vintage car. But Boast is doing just that, re-launching the classic 1970’s American brand with a new look and feel that screams The Royal Tenenbaums meets Lacoste meets MTV‘s Jackass.
While that might be a complicated description, Boast’s line of polo tees are as simple as they come. Simple and successful. The polos, which come in three styles — pinstriped, tipped and solid — all retail for $68 and are made with hand-picked Peruvian cotton, a high quality long-staple fabric.
Boast has a history that they can be pretty, well, boastful about. (Yes, we had to go there. It’s over and done with now, we promise!) In 1973, tennis instructor Bill St. John started the brand that mostly emulated the success of Johnny Mac and Jimmy Connors, turning true tennis style into an American thing. Eventually, the likes of Roscoe Tanner, John Updike and George W. Bush would don the threads of the company.
Boast’s return was marked at a re-launch party Wednesday night in NoHo, downtown Manhattan, where TSF caught up with Alexander Tiger, one of the partners in making the re-launch happen. While he was thrilled to have the site live and functioning, he promised that the clothes would be in stores soon, and that 2011 would bring a more diverse Boast, with performance wear and accessories to boot.
“We just wanted to get to today, to have the product here and everyone able to see it and touch it,” Tiger said while guests sipped on Southside cocktails with miniature tennis racquet stirrers. “This is a true American heritage brand, something Ryan Harrison could wear.”
While we can’t quite imagine Harrison in the $1,200 hand-crafted navy blazer for sale alongside the polos, our fave was the tipped polo with red and orange, just enough color to make us feel, well, you know… boastful.
Browse: Boast’s online store. We like this pinstripe polo in Kelly green. Also available in navy, Carolina blue and red.
(photos courtesy of boast)