By  on November 7, 2012

Former fashion publicist and talent agent Josh Reed is kicking off Gents, his new headwear and basics brand, with a splashy advertising campaign. Reed is investing $1 million to $2 million in a print campaign to draw attention to the new company, which is launching with a line of upscale, customizable baseball hats.

The black-and-white ads, shot by Yu Tsai, feature models Chad White, Adam Senn and Kevin Sampaio, along with newcomer Melissa Bolona. The initial advertising buy includes eight pages in the winter issue of VMan and spreads or single pages in the December issues of GQ, Details, Men’s Health, Nylon for Guys, Out and Playboy. Additional buys are planned for next year.

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