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Marketing has become a bit of a dirty word lately, but it has a lot more to do with modern fashion brands than anything that comes out of a factory. After all, where would Tom Ford be without a few well-framed photographs?

With that in mind, Commonwealth Utilities had a good idea. The label is a back-and-forth collaboration between designer Anthony Keegan and marketing guru Richard Christiansen—Anthony provides the clothes while Richard provides the image—and the fact that they go back a decade-plus doesn’t hurt. The advertising end has been impressive so far, with a perfectly designed shirt package and a lookbook shot with a UFC fighter, but naturally, we’re a little more interested in Mr. Keegan’s contribution.

If their Spring line is any indication, we’re about to see a lot more high-buttoned blazers. And we love a well patterned pocket.

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—R.B.

CONTRIBUTORS

  • Russell Brandom