J. Press, the iconic American Ivy prepster brand founded in 1902 in New Haven, Connecticut, is gearing up for a major comeback. Despite its quiet presence in the US in recent years, the brand has seen significant success in Japan, where it has continued to thrive. With a new creative director at the helm – Jack Carlson, the mastermind behind modern prep label Rowing Blazers – and a spot on the New York Fashion Week calendar, J. Press is set to reclaim its position as a leader in the fashion industry.
Carlson, who joined the company six months ago, views the upcoming New York Fashion Week show as a pivotal moment for J. Press. He believes that the brand, as the last of its kind, should embrace its heritage and take on the role of preserving and promoting Ivy style. One of his first decisions upon joining was to organize a runway show during NYFW in September, and this season, J. Press stands out as one of the few menswear brands on the schedule. The brand places a strong emphasis on cut and fit, with the majority of its pieces still being made in the US by American mills and manufacturers. Carlson emphasizes the importance of representing American menswear during New York Fashion Week, stating that J. Press should be at the forefront of this movement.
Hired by Japanese owner Onward Holdings, Carlson was tasked with revitalizing the classic brand and attracting a younger audience to the timeless Ivy aesthetic. His success with Rowing Blazers, a label inspired by collegiate style, demonstrated his ability to connect with modern consumers. Now, Carlson aims to bring J. Press in line with the resurgence of Ivy League fashion among younger shoppers. As he explains, the evolving consumer preferences and mainstream acceptance of American sportswear and Ivy styles present a unique opportunity for J. Press to redefine itself for 2026.
Inspired by the classic book “Take Ivy,” which showcases Ivy League fashion from the 1960s, Carlson’s second collection for J. Press pays homage to the brand’s rich heritage. Founded at Yale University and later acquired by Onward Holdings, J. Press has a long history rooted in American prep style. Carlson’s vision for the brand combines tradition with a contemporary twist, ensuring that J. Press remains a relevant and influential player in the fashion industry.
As J. Press prepares to make its mark on New York Fashion Week and beyond, the brand’s legacy and commitment to quality craftsmanship continue to set it apart. With Carlson at the helm, J. Press is poised for a successful comeback, reclaiming its position as a leader in American menswear.
