For those in the know, Boast USA is iconic. Boast shirts have been worn by some of the world’s best tennis and squash players since it was founded in 1973. The brand is easily recognizable by the Japanese maple leaf emblazoned on the upper left of the shirt. However, what was once clothing reserved for the court elite is now a heritage brand that is looking to be part of menswear’s latest resurgence.
Boast definitely has potential. The brand is currently at a crossroads, and the next few years will define where they land in the menswear scene. It seems like they are looking to win over the kids that dig the prep aesthetic but who might consider it a bit too conservative.
If you’ve been keeping up with Boast, you’ve probably noticed they are in the middle of a massive rebrand and they’ve just launched a fall/winter line for the first time. This line marks a shift away from their history of court apparel. While they still are offering 4’ inseam tennis shorts they are adding sweaters and other cold weather options to their line as well. With the addition of these clothes they are betting that consumers will be willing to accept them as more than just a go-to for court sports.
In this week’s shoot, we featured our friend JP down at the Charlestown Navy Yard in some of Boast’s latest additions to their F/W line. The standouts from this shoot are the orange/grey anorak and the navy heritage jacket that JP is wearing to the right and below. Each of these two manages the tricky task of blending the sportswear aesthetic with the changing of the season.
Boast may be still settling on their image, but they have a great history to anchor it in. As they figure out what works and what doesn't, I expect we'll see a broader range of pieces that could become extremely popular within the right demographic. I look forward to keeping an eye on these guys during their rebel-prep revival.
In case you’re interested, here’s the full listing of the clothes we feature in this post