The heritage brand has partnered with magnetic clothing maker MagnaReady to relaunch its signature men’s button-down collared shirt with magnetized closures. The innovation negates the need to maneuver buttons through button holes, instead allowing wearers to overlap the two sides of the shirt front to activate its patented magnetic closure system. Launching ahead of the holidays, the stress-free design will give wearers an easier way to dress for seasonal events and gatherings, Brooks Brothers said in a statement.
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“There are millions of adults with disabilities, medical conditions, and other physical factors that limit mobility and make dressing a daily obstacle,” MagnaReady founder Maura Horton added. According to the inventor, the collaboration was inspired by a curated exhibit at the Museum of Modern Art titled “Items: Is Fashion Modern?” MagnaReady’s apparel was displayed next to a Brooks Brothers shirt, “as a modern take on a classic silhouette worn by countless celebrities, presidents, and notable personalities,” Horton said.
“The Brooks Brothers x MagnaReady shirt isn’t just a shirt; it’s a statement to the disability community that inclusivity and accessibility matter and are a priority for brands that are a foundation of the American fashion industry,” she added.
The collaborative shirt is woven in stretchy Oxford fabric made from 97 percent cotton and 3 percent spandex, and features Brooks Brothers’ Original Polo button-down collar—a design feature that dates back more than a century. The shirt’s traditional silhouette was revamped to prioritize comfort, with a relaxed fit through the body and sleeve. The product also showcases a non-iron, wrinkle-free finish, a rounded breast pocket, magnetized barrel cuffs and a pieced magnetized placket.
“Nearly 125 years ago, Brooks Brothers revolutionized menswear with the innovative button-down collar shirt,” Naushaba Moeen, executive vice president of lifestyle at Brooks Brothers parent Authentic Brands Group, said. “Today, the brand proudly continues its longstanding tradition of innovation with our collaboration with MagnaReady.” According to Moeen, the shirt will allow Brooks Brothers to “extend our tradition of excellence to a wider audience.”
Available on the MagnaReady e-commerce site in white, classic blue and white stripe in sizes S-XL, the shirt retails for $119. Brooks Brothers joins the ranks of brands and retailers like Tommy Hilfiger, QVC, Kohl’s and Victoria’s Secret looking to serve the adaptive apparel market, which Coresight Research projected would be worth $349.9 billion this year.