Brooks Brothers has turned to the blogosphere for its latest collaboration: a tie-up with men’s etiquette blog Socialprimer.com, which has generated a range of 16 reversible bow ties.

Designed by the Website’s founder K. Cooper Ray, a fierce proponent of bow ties and other gentlemanly habits, the playful line, co-branded The Social Primer for Brooks Brothers, drops in catalogs this week and at BrooksBrothers.com and select stores as well.

“I’m all about accessible civility,” said Ray of the collection, which features repp stripe ties that reverse to polka dots and seersuckers that reverse to madras plaid. “I’ve been wearing bow ties since I was two, so its resurgence is very vindicating.”

The collaboration, which will extend through next fall at least, will kick off on May 19 with a party at the retailer’s Manhattan flagship. Brooks is also planning in-store events with Ray in Charleston, New Orleans and Los Angeles.

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