FASHION PORN: Brooks Brothers Steakhouse

Armani has one. So does Ralph Lauren. The concept of a men’s clothing brand opening up a branded restaurant is no longer a new or novel concept. After all, fashion labels know the value, and extendability of a strong brand.

So, may we introduce to you the Brooks Brothers steakhouse—rumored to open next summer in New York City. The 195-year-old company is converting a 15,000-square foot, three-level space in midtown Manhattan, around the corner from its flagship store, to create the massive steakhouse. 

What’s interesting about this brand extension is that they are reportedly not planning to use the Brooks Brothers name in their branding. The restaurant is scheduled to be called Makers and Merchants.  Perhaps the BB’s Golden Fleece (suspended sheep) logo didn’t work with the steakhouse motif. We’re sure they’ll find plenty of other brand components—tradition, masculinity, maybe even argyle and pinstripes, to link the two brands.

 

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