The great prep revival a growth opportunity for menswear

US retail has been holding out for a hero for some time but the return of classic American prep style could prove to be it. Tommy Hilfiger, Ralph Lauren, and J Crew were built on the attire that merged British boathouse with Ivy League campuses, selling polos, Letterman jackets, rugby shirts, and loafers by the boatload. Prep became representative of an aspirational lifestyle, the American Dream.