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Brooks Brothers: How the 200-year-old brand remains relevant

It’s not every day that a retail brand celebrates its 200th anniversary.

But that’s exactly what Brooks Brothers will do on April 25 at a black tie gala at Lincoln Center for 1,000 of its best customers and friends, reported the New York Times. The gala will celebrate the history of the classic American apparel brand and the tenure of its CEO — and owner — Claudio Del Vecchio.

Del Vecchio, who took over in 2002, is widely credited with reviving Brooks Brothers, which had fallen out of favor under previous owner Marks & Spencer. The brand has also benefitted from remaining privately held.

“Claudio has been very disciplined and measured on how he has grown Brooks Brothers, focused on where the brand will go, upping the quality, not going for the quick sales and not opening too many stores,” New York retail consultant Robert Burke told the Times. “He’s elevated Brooks Brothers without deviating from its heritage and tradition.”

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