Brooks Brothers is dipping its toe into new waters, unveiling the inaugural edition of the Brooks Brothers Rowing Cup in Milan in September.
Organized in tandem with the storied Canottieri Milano rowing club and scheduled for Sept. 18 to 20 along the city’s Darsena waterways, the competition will see eight prestigious international rowing teams compete for the cup.
Centered on sprint match races covering 250 meters, the cup will see mixed crews with male and female athletes from the University of Oxford, University of Cambridge, HEC Paris, USR Triton Utrecht, Bocconi University, in addition to the Canottieri Milano and Canottieri Roma clubs.
The cup will culminate with a race on Sept. 19 disputed along the Darsena basin.
The Brooks Brothers Rowing Cup capsule collection.
Stefano Raffini/Courtesy of Brooks Brothers
The move reflects Brooks Brothers’ roots in the Ivy League culture. Marking the initiative, the brand has created a dedicated capsule collection, hinged on the preppy look of rowing clubs.
The 11-item range for men and women includes a single-breasted blazer with gold buttons and a crest. The emblem, featuring two interlocking rows and nautical details, embeds the Canottieri Milano logo and its date of founding, 1890. The capsule is complemented by Oxford shirts, piqué polos and collegiate-inspired V-necks, in addition to chino pants, striped tank tops nodding to rowing uniforms and sweatshirts, among other items.
The Brooks Brothers Rowing Cup capsule collection.
Stefano Raffini/Courtesy of Brooks Brothers
Priced between 90 euros and 590 euros, the capsule will be on sale starting Sept. 7 on Brooks Brothers’ e-commerce site, at its flagship in Rome and at Canottieri Milano.
