A boarding pass is a cherished ticket. It connects you with family, friends, and new destinations. Boarding pass in hand, you're part of the jet set, no matter where you're headed.
It's with that spirit in mind that Owen & Fred has rebranded as Boarding Pass. I wanted to let you know in this post, and to explain our thinking.
Refresh Our Brand
We made this change to refresh the brand for the long term. I started Owen & Fred five years ago with a credit card, and mission to make men's goods, made great, here in the USA. We now sell to 600 of the top retail stores in the United States and around the world...stores such as SAULT NE in Boston, Service Menswear in Austin, MoMA in New York, Loft in Japan, J.Crew and Bloomingdales etc. At the same time, it feels right, now, to update our brand identity. It's time for a refresh.
A Subtle Travel Aesthetic Already Part of Our Products
For us, Boarding Pass solidifies the lifestyle and travel aesthetic we've sought to create. We've crafted products that help you get where you're going with style, irrespective of whether that's an exciting trip to Japan or your dreaded Monday morning commute. We think our products help improve your quality of life, get you noticed for your style, and keep you organized. Accordingly, the changes will be subtle. We'll release a few more travel-oriented products. You'll see references to beautiful destinations. Our social media profiles will show more of our day to day travels.
When You Need a Gift for Your Hosts
The savvy guest needs a clever gift for their weekend hosts, for example. Our desk or bar accessories are perfectly priced and suited for gift-giving. We believe this is part and parcel with the lifestyle we've sought to create for ourselves: we make things we'd love to receive! Boarding Pass is about the sophistication that comes from being open to the world, organized, and stylish too. We think your hosts will appreciate their gift from Boarding Pass.
A Subtle Nod to Aviation
I recently received my pilot's license, have always been interested by flying, and some of my good friends are pilots in the military. You can read about my journey to becoming a pilot on GearPatrol. (I moved from the back of the plane, to the front.) Flying is the ultimate experience, and I think you'll see plenty of collaborations between Boarding Pass and noted aviation-related brands, much like we've done with Delta for our 5th year anniversary. Planes help you get there.
Products that ladies love, too
With our retails store in Nolita, we've noticed that many female customers loved our products for themselves. It was time to be less gender focused (viz, men's goods, made great) especially with our new backpacks. These are products that are utilitarian no matter your gender. So, why not embrace it?
We're excited to refresh our brand. We're ready for our teenage years. It only seems like yesterday that we started this company. So far, so good.
Glad to have you part of the journey.