Gents is a new lifestyle brand offering consumers the highest quality product with a fashionably refined design aesthetic. Launching with upscale and sophisticated baseball caps and a custom-build e-commerce website, Gents will continue to serve its customers with best-of-the-best essentials in categories expanding to a variety of men’s accessories, apparel and lifestyle that are affordable and luxurious. The Gents website uses award-winning technology for real time customization. Starting with a base fitted silhouette, customers can choose from a range of colors from neutrals, including black, navy and white to bolder colors such as royal blue and maroon. After selecting the base color, cap enthusiasts can select one of 24 pre-made graphics in black, white or tonal embroidery and then monogram 1-3 characters available on four locations. Each luxury cap comes with the brand’s signature royal purple detailing, including signature, trademarked taping and a stretch-fit band inside that provides the ultimate in comfort and the perfect fit along with the brand’s trademark vertical stripes as the rear logo. Turnaround time for custom caps is about 7-10 days and styles are available in S/M and L/XL sizes.

Prices start $59 for the base collection and customization and run through $69 for a custom built monogrammed cap. “Baseball caps are a must-have for a man’s wardrobe, but lately seem to be flat brimmed or with a sports team logo. Gents aims to fill this niche by providing luxury, curved brim caps that one can custom build to fit their personal style and wear in a more upscale manor. Made of the finest fabrications, these caps exude a minimal and clean aesthetic that is still masculine and fashion- forward,” founder Josh Reed. The Gents ad campaign is inspired by the classic Helmet Newton sensual images. The campaign stars internationally renowned male models Adam Senn, Chad White, Kevin Sampaio, introduces Melissa Bolona and was photographed by famed fashion photographer, Yu Tsai, best know for his work with Apple, Emporio Armani, Guess and Neiman Marcus. The Gents 2013 advertising campaign captures classic, provocative and powerful images which communicate the masculine, sophisticated and luxurious brand ethos beyond the initial product offering of upscale caps. Gents is a fashion lifestyle brand with aspirational branding approach. Gents will launch a 360 marketing campaign beginning in November with ads appearing in publications such as GQ, Playboy, Details, V Man and Men’s Health. In addition to the campaign GENTS will place billboards in Los Angeles and New York City as well as a direct mail program.

Based in Los Angeles and New York City, Gents will launch in retailers nationwide and an e- commerce site at www.gentsco.com in November 2012.