Would it really bother Tom Brady to take a break for a few months? Between take again the Bucs in the playoffs, floundering in the NFTs, and his many other exploits (pseudo-scientific training regimen, anyone?), it’s never Tom’s time.
But especially with BRADY, his eponymous clothing line, we would be happy to see Tom take a step back.
If you’ve missed the myriad of teasers leading up to BRADY’s January 12 launch – or, perhaps, if it’s been obscured by Brady’s constant deluge of news – all you really need to know is that ‘this is a rather tame men’s clothing line. Brady’s marketable nickname.
Although it’s co-founded with serial entrepreneur Jens Grede (co-founder of Kim Kardashian’s SKIMS) and designed by public school co-founder Dao-Yi Chow, BRADY doesn’t really need to exist.
In fact, BRADY is similar to the immeasurable number of useless beauty brands and celebrity food teams that are always fueled by the same equation: famous face + consumable good = guaranteed profit for the already rich.
So BRADY is likely going to be a financial hit for the star quarterback and his supporters, even though his actual production should be referred to the fray.
The athleisure space is always so crowded, with behemoths like Lululemon, Alo, and Athleta rubbing shoulders with titanic companies like Nike, UNIQLO, and Under Armor as they compete to produce new iterations of the same base pieces.
In the midst of fierce competition, it’s hard to imagine anyone flocking to BRADY for any reason other than their namesake.
This is where several key differences lie with Kardashian and Brady’s SKIMS, uh, BRADY.
Kardashian’s shapewear business was founded on controversial and the public’s obsession with the body of the socialite, for example.
SKIMS ‘”inclusive” messaging, stylish palettes, and a semi-YEEZY website add to the appeal.
Additionally, the shapewear market was ripe for renewal and SKIMS was sleek and smart enough to fill the niche. What does BRADY do that his peers don’t?
“[Brady] love clothes more than I do “, wife Gisele Bündchen noted in a pre-launch interview last year. “He has great taste, understands and really cares about what people want, what can make them feel good.”
If wearing a shirt printed with “BRADY” is all it takes to make someone feel good, more power for them. But for the rest of us, the collection seems remarkably inessential.
Just consult the first BRADY collection and be disappointed with the tasteless presentation of overly familiar clothes.
Tech-y t-shirts, polos, hoodies and sweatpants made from stretchy, sweat-wicking fabrics are the kind of thing we’ve seen from the competition from BRADY before, in both men’s and women’s sizes ( BRADY currently only offers men’s clothing).
Lightweight, water-repellent jacket? Old news. Zipped track jacket? I was here before. Tech-bro isothermal vest? Made to death.
Really, the only distinguishing factor of BRADY is the “BRADY Blue” shade designed by Pantone and used for a few T-shirts, which says a lot (or, indeed, very little).
BRADY’s strongest distinction is its alignment with famous athletes. Brady himself is obviously a big draw and he brought in pros and varsity athletes from across the sports spectrum to model that first BRADY drop.
Always nice to give a little sparkle to the next generation, it’s just a shame that they are basically pitchmen for a superfluous product.
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