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Brooks Brothers and Social Primer tie one on in style

May 6, 2010 |  1:00 pm

In the latest example of how the rising influence of style bloggers is impacting the fashion world, we got word Thursday morning that Brooks Brothers is launching a collection of co-branded bow ties with Social Primer, theBrooks_SocialPrimer manners and style blog and pop-up retail concept founded by K. Cooper Ray (whose monogrammed wares we recently mentioned in our "Field Guide to L.A. Preppies").

The Social Primer for Brooks Brothers bow tie collection consists of 16 reversible styles designed by Ray, using fabric patterns plucked from the clothier's archives, and made in the same Long Island City, N.Y., factory that makes the rest of the brand's neck wear. (We took a tour of it last September and wrote about it here.)

We have to admit the results are fun in a whimsical, crazy-patchwork-dress-shirt kind of way; seersucker stripe/madras mash-ups, stripes paired with polka dots, and a fistful of flowers facing off against nautical flags.

The best part is, we're told the ties (which are the real deal and not clip-ons, we should add), are engineered so that they can be worn with contrasting patterns on the left and right sides of the bow (as pictured above) or, with the same pattern on both sides.

The ties, which retail for $59.50, are available now at the Brooks Brothers website, and locally at the Rodeo Drive flagship store, where an event celebrating the collaboration is being planned for June 2. A second collection is expected to follow for fall 2010.

Knowing what a stickler for protocol SP (as Ray refers to himself on the Social Primer blog) is, we certainly hope our invitation is properly monogrammed.

-- Adam Tschorn


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Photo: This madras plaid and seersucker stripe bow tie ($59.50) is one of 16 styles from the just-announced collaboration between Brooks Brothers and the founder of style and manners blog Social Primer. Credit: Brooks Brothers