After many years in the background, Boast relaunches this fall with a colorful new take on active heritage. First launched in 1973, the racquet sports brand was the idea of Bill St. John, a tennis pro from Connecticut. Inspired by similarly defiant athletes of his time, like John McEnroe and Jimmy Connors, St. John created a company to challenge the traditional ideas of European tennis brands. The logo was certainly controversial for its time, but is now more or less a whimsical icon of the time. Andy Spade of Partners & Spade are behind the relaunch, and even created an animated video about the tennis shirt’s history. While the basic polos and navy blazer are far from groundbreaking, the Wes Anderson-like influence puts an ironic edge on WASPy classics.
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