Brooks Brothers is getting the public on board for the holidays.
The retailer this week has wrapped the exterior and interior of New York City’s Grand Central shuttle subway train with its signature tartan, a navy, red and gold pattern that mimics the one used in the store’s collections as well as its holiday packaging.
The 100,000 daily riders on the Brooks Brothers Holiday Express will find “upholstered” flannel pinstripe seats accessorized with signature repp stripe pillows, mahogany wood paneling, and framed photos. Shelves are stacked with holiday gift suggestions including ties, dress and sport shirts, knitwear and accessories for men and women.
The trains also serve as a callout to the company’s holiday fund-raising efforts on behalf of St. Jude Children’s Research Hospital and the St. Jude Thanks and Giving campaign. Since 2005, Brooks Brothers has raised more than $14 million to support the hospital’s mission to treat and find cures for children battling cancer and other life-threatening diseases. The company’s donation helps fund the Brooks Brothers Computational Biology Center at the hospital.
The Brooks Brothers Holiday Express will run through the month of December.
This is not the first time the retailer has wrapped subway cars. In April, it teamed with Supima cotton on a campaign that highlighted the store’s signature Golden Fleece and bengal stripe Supima oxford shirt.