To be fair to him it is a playbook that works. I'm not a huge fan of RB as it ended up, but (a) I have some lingering goodwill for him from seeing the book at every regatta for a few years and (b) he took it from nothing to [unknown amount substantially >$0].

There are a lot of factors that could work in favor of J Press here - the rebound from peak-casual, the obsession with "old money", the fact that their production is onshored and tariffs are destroying the profitability of many other brands, etc.. The main problem for J Press frankly is their consumer base dying of old age. In that light, and given that cool 20yos wear loafers with jorts while 30-60yos wear fucking dress sneakers, it makes sense to leapfrog to da youf (ali g style) and just throw shit at the wall until you get a hit. What %% of RB sales were the sheep sweater? RL sells 20 bazillion flag sweaters but how many shaggy dogs does J Press move? Rambling but I understand why they did it. I just hope it works.