It was announced yesterday that Todd Snyder's namesake label and his Tailgate Clothing brand had been purchased by American Eagle Outfitters. It was a big day and the start of a new chapter in the designer's already impressive career path. It's a union of two ends of the American menswear spectrum and a new platform for Snyder. Now, he not only has the chance to get his wares into the hands of even more stylish men, but is also in a position to influence what young guys will buy at the mass retail mall level. We chatted up Snyder to get the real story behind the acquisition, find out what it means for his own label and myriad of ongoing collaborations, and what we can expect from his first U.S. flagship shop.
When did the conversations start between you and American Eagle?
They really started when we opened City Gym in Nolita about two years ago. Roger (Markfield, chief creative officer) and Jay (Schottenstein, CEO) walked in the store and fell in love with it. We started talking about things like maybe putting City Gym in American Eagle stores. Chad (Kessler, global brand president) came on board, we showed him photos of the Iowa City Tailgate store, and he just got it.
They really started when we opened City Gym in Nolita about two years ago. Roger (Markfield, chief creative officer) and Jay (Schottenstein, CEO) walked in the store and fell in love with it. We started talking about things like maybe putting City Gym in American Eagle stores. Chad (Kessler, global brand president) came on board, we showed him photos of the Iowa City Tailgate store, and he just got it.
The Tailgate brand seems particularly poised for growth after the acquisition. Were there ever talks of American Eagle only buying Tailgate?
It was always the full package. I started showing them the Todd Snyder stores in Tokyo and it just went from there. We’ve always been looking for an investor, always looking to grow.
It was always the full package. I started showing them the Todd Snyder stores in Tokyo and it just went from there. We’ve always been looking for an investor, always looking to grow.
How hard is it to run an independent design business, like your namesake label, today? Do the financial considerations affect creative decisions?
It’s a challenge for any business. When you’re small you’re up against the Hugo Boss’s, the John Varvatos’, the Tom Fords. It’s really hard to get recognized when you’re competition is so big and so powerful. you’re competition is so big and so powerful.
It’s a challenge for any business. When you’re small you’re up against the Hugo Boss’s, the John Varvatos’, the Tom Fords. It’s really hard to get recognized when you’re competition is so big and so powerful. you’re competition is so big and so powerful.
How will this deal help grow the Todd Snyder brand?
Long-term, our goal is to be able to position the brand in a certain way. It’s all going to be measured and thoughtful investment. We’re still small and we still have a lot to learn. So we’re going to have to more resources to help sell, to visit stores, but small and nimble is how we work—we’ll always be scrappy.
Long-term, our goal is to be able to position the brand in a certain way. It’s all going to be measured and thoughtful investment. We’re still small and we still have a lot to learn. So we’re going to have to more resources to help sell, to visit stores, but small and nimble is how we work—we’ll always be scrappy.
Will the Todd Snyder White Label continue? It will continue. You can’t do better for a made-in-the-USA suit at that $795 price. That was kind of the goal—I want to reinvent the way men shop for clothes. The world is changing, guys are finding a new ways to buy clothes, so why not offer them everything from Todd Snyder? We’re continuing with Champion, Cole Haan, and P.F. Flyers as well.
And what about the announced New York City flagship? Is the goal to recreate the Tokyo Townhouse concept?
I want it to be the ultimate store for a man. I want to make a place that’s approachable with good price points and things, like our collaboration with Rocky Mountain Featherbed, that are going to make us more unique, more competitive.
I want it to be the ultimate store for a man. I want to make a place that’s approachable with good price points and things, like our collaboration with Rocky Mountain Featherbed, that are going to make us more unique, more competitive.
What will your position within the American Eagle organization look like?
It feels like a creative think tank over there and I’m excited to think about all the things we can do together. I’m really going to be more of a sounding board. It’s about how to have—and how to build—the right mix of products for millenials and the next generation. I’m also excited about the possibility of bringing other creative into it. I like to hire people who are better than me.
It feels like a creative think tank over there and I’m excited to think about all the things we can do together. I’m really going to be more of a sounding board. It’s about how to have—and how to build—the right mix of products for millenials and the next generation. I’m also excited about the possibility of bringing other creative into it. I like to hire people who are better than me.
When you started Tailgate out of your dad’s basement, did you ever imagine you’d have this platform?
It’s a dream come true. It’s still a little surreal in a way. I couldn’t have picked up a better partner. I can’t wait to make it great.
It’s a dream come true. It’s still a little surreal in a way. I couldn’t have picked up a better partner. I can’t wait to make it great.
text by GQ.com
Todd Snyderが、American Eagleの傘下に入る事になりました。
これにより、Todd Snyderブランドは勿論の事、Todd自身が続けている、カレッジt-shirtラインのTailgateというブランド展開が加速される事になります。
ブランド展開とは、販路が拡大すると言う事になり、Todd Snyder, Tailgateの旗艦店もオープンする事になります。ご存知の通り、Todd Snyderのショップは、まだ日本のみとなりますが、今後はニューヨークショップに向けて、既に始動しています。
先日、Toddと出店候補地の協議をしました。お互いに意見が異なりましたが、最後はToddのお店ですから、彼が決めることでしょう。どちらにせよ、東京のTOWNHOUSEに負けないフラッグシップショップが出来ることは、間違いありません。
現時点では、来年秋頃のオープン予定で進んでいます。
これも、American Eagleの資金力のお陰です。
今回のビジネスディールは、Todd Snyder, Tailgateブランドにとって、大きなステップになると思います。
私も株主の一人として、万歳！！な気分です。
今後とも、Todd Snyder, Tailgateを宜しくお願いいたします。
万歳！！
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