Rowing Blazers' Jack Carlson Is Redefining The Rules Of Prep Style (But Please Don't Call Him "Preppy")

It’s complicated. There are so many different and disparate connotations. Some people think of Vineyard Vines; others, J. Press; others still, Lacoste. Ralph, Lands’ End, Lilly, LL Bean, even Burberry, J Crew, Gieves & Hawkes. It just means different things to different people. And it comes with a lot of baggage. Many have a negative perception of the word. And I have a fairly negative view on what many people think of when they hear the word. At first, as a brand, we avoided the word. Now, essentially, we are redefining it. It’s about being traditional but youthful. Classic but rebellious. For me, these paradoxes are at the heart of American style. It’s colorful, fun; it doesn’t take itself too seriously. It’s clearly inspired by the leisurewear of Britain’s upper class, but there’s a youthfulness and irreverence too it. Today, youthfulness and irreverence mean something different from what they meant decades ago. To me, that youthfulness manifests itself by weaving in influences from street, surf, and punk styles - not at random, but based on what I’m genuinely interested in.