Brooks Brothers Files for Bankruptcy, Here are the 10 Brands that Replaced Them

By Luke Presberg, Co-Founder of Boulevard
July 9, 2020
Announced today, Brooks Brothers filed for Bankruptcy and will close an additional 51 stores.

The brand attributes the bankruptcy to the coronavirus pandemic, which undeniably hurt them as they have over 250 stores worldwide, but this Chapter 11 filing was predictable even before the pandemic.

Brooks Brothers downfall can be summarized with non-covid narratives that have been unfolding for years. First, a majority of shoppers' lifestyles and work environments have simply moved away from the stale business professional work attire that made Brooks Brothers. More broadly, like many businesses closing their doors in the digital age, Brooks Brothers failed because of its inability to adapt to new consumer tastes and tech.

Where Brooks Brothers lacked the most necessary change was in e-commerce and style. The company has struggled to bring its brand to users who increasingly prefer to shop online (only 20% of their sales were converted online). This, along with the failure to cater to younger consumers who don't want old dress attire, but instead more casual and innovative clothing for work and social events, is what really lead to Brooks Brothers giving up its leadership in men's apparel.

But as Brooks Brothers declined, a new cohort of men's apparel brands were built online to fill its void. These brands continue to thrive by offering best-in-class online experiences and apparel that fits within the modern man's lifestyle.

Ledbury

by Vuori
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Paul Trible and Paul Watson started Ledbury in London with the goal of finding a great fitting shirt. Both believed Big-name retailers had formless clothes and charged exorbitant prices.

This led them on their quest to build a "shirt that combined great fit and exceptional quality at a reasonable price."
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Johnnie-O

by Vuori
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John O'Donnell had the vision to bring the west coast prep to life. After growing up in Chicago in preppy clothing and then moving to Los Angeles after college, he saw the opportunity to take the west coast style and add some prep to it.
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Taylrd

by Vuori
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After years in the fashion industry, Thomas Dwyer knew the industry needed a mix up - a brand that sold basics at a reasonable price and offered 2-day shipping. This was the bedrock for Taylrd and since then it has become one of New York's favorite men's brands (hint - check out their chinos).
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Rhone

by Vuori
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"Simply put, Rhone is committed to the committed. Those guided by principle, driven to succeed and devoted to family. Those who refuse to settle.

Clothing that brings together a seamless integration of fit, form, and function. Clothing made for everything from the gym to the office. Clothing that inspires men to live healthy, strong and free. Clothing that helps you move
Forever Forward." - Rhone Team
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Mizzen + Main

by Vuori
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"On a hot day in Washington D.C., our Founder noticed congressmen, staffers, and interns alike dealing with one issue: sweat and a dress shirt that did nothing about it. It was in that moment that he realized there had to be a better way. Since then, Mizzen+Main has made it our mission to combine comfort and flexibility with fit and style for the modern man on the move." - Mizzen + Main Team
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Twilory

by Vuori
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Here is a brand that may not be as known as the others, but it is a hidden gem. The quality and fit on these shirts will undoubtedly impress.
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Bonobos

by Vuori
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Andy Dunn and Brian Spaly started Bonobos simply because they could not find pants that fit. To them, pants were either too tight or too boxy. Not only did they fix pants, they grew the business to shirts and suits, but also sold the company to Walmart for $310 Million.
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Lululemon

by Vuori
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You may be surprised by this making the list considering Lululemon's focus on women's apparel and athletic clothing, but they have impressively entered the men's market with comfortable and high quality products, including stylish pants, nice tees, and light-weight polos.
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UNTUCKit

by Vuori
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Chris Riccobono and Aaron Sanandres founded UNTUCKit because of a problem that almost every man has had - button downs don't look great untucked.

After years of trial and error, Chris and Aaron successfully built the perfect untucked shirt.
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Cuts

by Vuori
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Steven Borrelli always wanted a tee shirt that was well cut, simple, stylish, didn't get wrinkled, and wasn't made by the female centric brand, Lululemon.

Starting in 2018, Steven built Cuts into a multi-million shirt brand with partnerships with Patrick Mahomes, Pat Connaughton of the Bucks, and many more celebrities.

Also, they just released a super cool, lightweight polo.
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As always, thanks for reading. If you enjoyed this article, consider sharing with a friend, family member, or colleague who could benefit from Boulevard as well.

- Luke from Boulevard
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