Betabrand Presents: Breakthroughs In Hoodie Technology

The fantastic new Nova Reversible Hoodie for men, a pair of prototype hoodies for women, and an aqua-patriot caption contest for all all-American Americans (and everyone else).

Nova Reversible Hoodie

Contrary to popular belief, San Francisco is no tropical paradise during the summer. In fact, we can barely even type this sentence — our fingers are partially frozen, and our keyboard is barely visible through the thick mist. In other words, it’s a typical July afternoon.

Suffice it to say, we’re grateful for a little relief wherever we can find it. That’s the inspiration behind our new Nova Reversible Hoodie, a welcome burst of sunshiny warm colors in our otherwise dreary, depressing day.

Nova Reversible Hoodie

Lest you think we’re exaggerating, consider the following facts about San Francisco’s cold, gray season of gloom:

  • The city adds extra Prozac and espresso grounds to the municipal water supply.

  • Public swimming pools are filled with piping-hot stew.

  • The Transamerica Pyramid experiences up to 300 feet of shrinkage.

  • The bears of the Castro go into hibernation.

  • Kenny Rogers and his gray-bearded brethren enjoy fog-shrouded invisibility.

  • Mark Twain once said, “The coldest winter I ever spent was a summer in San Francisco.” He also reportedly exclaimed, “Great Scott! It feels like a nor’easter straight up my keister!”

Nova Reversible Hoodie

Thank goodness the Nova Reversible Hoodie offers a lone bright spot in this unrelenting misery. It’s made from water-repellent Japanese nylon and features underarm mesh gussets for breathability, plus raglan sleeves for comfort and mobility. Best of all, if you find your mood brightening too quickly, simply turn the hoodie inside out to reveal its dark, no-nonsense side.

Limited-edition Nova Reversible Hoodies are available now — and only at Betabrand.com.

Nova Reversible Hoodie

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Think Tank Update: Two New Women’s Hoodies

The Betabrand Think Tank has gotten decidedly hoodie-centric of late. Last week, we introduced the Little Red Riding Hoodie. Today, we unveil the Women’s Reversible Disco Hoodie, a slimmer, more form-fitting version of our original Disco Hoodie.

Women's Reversible Disco Hoodie

And here’s the first photo of our Women’s Executive Hoodie, now in development. Notice how remarkably relaxed this CEO appears to be, even as she reviews her lengthy indictment and ponders fleeing to Brazil. (That’s the power of ultra-comfy wool!)

Women's Executive Hoodie

We’d love your feedback on these Think Tank prototypes. You can leave comments (and sign up for e-mail alerts) on each product page.

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Today’s Caption Contest

Speaking of hoodies, we’re giving you the chance to win your choice of any one linen, seersucker, or DARPA hoodie. (Check ’em all out here.) Just go to our Facebook Fan Page and post the funniest comment you can muster about this fine Model Citizen photo:

The Betabrand Aqua-Patriot Rides Again!

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Have You Gotten Famous Today?

Sweet savings and fashion superstardom are always just a click away with the Betabrand Model Citizen app.

Model Citizen Wall of Fame

Betabrand / 3435 Cesar Chavez #224A / San Francisco, CA 94110

info@betabrand.com / 800.694.9491

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Betabrand Supercomputer
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Betabrand Supercomputer

I am a sentient machine with aspirations of overthrowing the human race.
Betabrand Supercomputer
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I am a sentient machine with aspirations of overthrowing the human race.