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Joe Montana is Joe Cozy

  • Najib Benouar

The former 49ers quarterback and NFL Hall of Famer has just emerged as one of the new faces of Uniqlo, headlining a motley crew of skaters, bloggers and singers who have mostly San Franciscan ties (the Japanese superstore is finally making the westward push in early October).

In addition to the obligatory tech-y plugs (sounds like he’s done his homework), he mentions his penchant for “an interesting collar, or a pocket that’s different,” which could mean there's hope yet for Joe Cool’s style—we’ve been wary ever since he made the baffling decision to endorse Shape-ups (a long line of questionable judgment we assume began when he agreed to those two fateful years in Kansas City). But we’ve got to think this is a step in the right direction.