Some people say 30 is the new 20. But, if you’re the business of selling clothes to dudes, you’re likely thinking that 50, 60, or even 70 is the new 20 given the spate of famous elderly pitchmen being tapped to rep luxury clothing brands and streetwear labels.⁠

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Boomers and Gen-X-ers, clad in their comfy walking shoes, quietly strode to the... See more

Nostalgia for the future

This quarter brands featured people (who are likely above the age of their average customer) with captions like “i see my future and it’s bright” and “me and you in 20 years”. Not only do these posts feel unexpected and wholesome, but the nostalgia for the future is shareable—who doesn’t want to grow old with their best... See more

This is a different kind of aspiration than the one found in closet tours of young influencers and celebrities. Many of those figures seem focused on stockpiling luxury brands and reacting to trends. Part of why Rockmore and Woodall feel so reassuring is that, like all cool older people, they seem comfortably past all that, as though they’ve... See more