Why Luke Wilson And America’s Top Fashtech Start-Ups Are Betting On The Future Of Preppy Chic

With the formal beginning of summer 2017 now under the whale belt, it’s time to start thinking about how to dress for the weather (and the cocktail parties). In the old days for millions of men this meant pulling out the seersucker, white jeans, Nantucket reds, Topsiders, and monogrammed polos. Preppy fashion is now back in vogue with a vengeance, and being embraced by a new demographic of Millennials and young mobile professionals who weren’t even alive during the 1980s preppy heyday. In response dozens of small-scale, fashtech start-ups are rekindling the old school, tried and true styles that inspired generations of “preps” in the first place, and Americans of all ages—investors included—are eating it up. There are four consistent threads (pun intended) among all of these up-and-coming brands. First, all of their founders grew up preppy and couldn’t replace the vintage pieces they’d inherited from their fathers and grandfathers. In true American entrepreneurial fashion, when they couldn’t find what they wanted, they made it themselves instead. Their fathers would be proud. Read more at Forbes.