On Friday, Expo Milano 2015 began, kicking off a six-month period of global showcases dedicated to the technology, culture and gastronomic traditions of over 140 countries around the world. Needless to say, it’s a big deal. So when Brooks Brothers was designated as the official apparel sponsor for the USA Pavilion, they considered it quite the honor. As part of their sponsorship they created 120 custom-designed school uniforms for Student Ambassadors who “[represent] the best and brightest from colleges and universities from across the United States.”
Mimicking the brand’s traditional styling, Brooks Brothers designed a blue suit with white button up shirt accompanied by a special-edition tie for the gentlemen and a custom silk scarf for the ladies. The American label also created a series of exclusive souvenir products for attendees including signature ties, aprons and hats. Of course, every uniform and souvenir was made stateside in one of the brand’s US factories.
"We are honored to have Brooks Brothers as a partner, as they are exemplary of American creativity and business innovation. We are grateful for the tremendous effort they have put into designing great outfits that blend Italian and American styles,” said Jerry Giaquinta, Chief Communication Officer of the USA Pavilion at Expo Milano 2015. “Student Ambassadors were thrilled when they first tried them on."
The USA Pavilion’s theme, American Food 2.0: United to Feed the Planet, was also given the Brooks Brothers treatment as the label designed uniforms for the staff of the James Beard American Restaurant at Seven Stars and for the USA Pavilion's Food Truck Nation. The hope is that these on-site eateries will facilitate open discussions about world hunger, be it in relation to sustainability, mobility or security.
“Brooks Brothers is proud to be a partner and sponsor of the USA Pavilion at Expo Milano," said Claudio Del Vecchio, Brooks Brothers Chairman and CEO. "It is a significant and historic event and we feel strongly aligned with Expo's mission to showcase American innovators that strongly influence and shape our culture on a global scale."