Embark on three-part trouser trek through the sunny South, the Land
of the Rising Sun, and a shimmering realm of online weirdness.
As summer approaches, Betabrand likes to lighten up with cool, airy seersucker pants. They’re designed in our renowned SuckerLab research facility in San Francisco, with inspiration straight from the ol’ South. This year, we’re releasing ‘em in two styles: 1) refreshing royal blue with red grapefruit pockets and liners, and 2) a sartorial shot of espresso with nectarine pockets and liners.
We’ve spent incalculable time and expense interviewing Southern gentlemen about what makes the perfect summer pant. We’ve also given them prototype trousers to test in the field. (Below are links to some of their exciting case studies.) And when that wasn’t enough, we drugged their Bourbon and gin fizzes and spirited them away to the SuckerLab, where a complex array of neural sensors and transmitters now connect their brains directly to our production supercomputer.
Their gentlemanly wisdom was then paired with cutting-edge fashion science. See, we engineer our seersuckers with patented ThermoSucka technology to make them simply the coolest pants on the planet. Unlike the puckered grooves of traditional, vertical seersucker, which can whisk radiant heat from asphalt to crotch to form an uncomfortable and possibly incendiary column of superheated air, our horizontal puckers create a heel-to-crotch barrier that safely insulates nature’s most precious equipment from the ravages of summer swelter. (See diagram below.)
The result: seersuckers that make you feel like the living is easy, no matter where you wear them. You can purchase our SuckerLab seersuckers and other made-in-San Francisco signature fashions in the Betabrand store.
Japants Update: Trouser Sensation and Charitable Donation
First, thanks to everyone who helped us sell our entire inaugural batch of Japants, Betabrand’s new Tokyo-style trousers. You made us and designer Tomo Saito blush with pride. As promised, we donated half of the net proceeds from that first run — about $5,000 — directly to the earthquake- and tsunami-stricken city of Ishinomaki to fund local relief efforts. (While this concludes Betabrand’s charity efforts in Japan, we’re excited about continuing our relationship with Tomo and other Japanese designers.)
To the hundreds of folks who’ve signed up to buy more Japants: Please know we’re making ’em as fast as superhumanly possible. Next month, you’ll have the chance to get your Far East fashion fix with two new colors: gray and olive.
If you haven’t already signed up for a Japants alert, click here. That way, you’ll be notified the nanosecond they’re available on our site.
Model Citizen Contest Update: Who Will Be Keynote Speaker at DiscoCon 2011?
Shortly before we kick off the official Betabrand Summer Party on the evening of June 10, we’re holding DiscoCon at a secret location for members of the International Brotherhood of Disco-Panted Gentlemen. (Owning of a pair of Disco Pants grants you lifetime membership.) Think of it as a Royal Geographic Society for highly reflective socialites, social misfits, and fun-loving lunatics.
What about you? If you think you have that rare combination of oratory skill and public-buffoonery experience, send us your very finest Disco Pants-related photo by next Tuesday, and then wait nervously as fickle Betabrand fans cast their votes. The keynote speaker gets a free flight to San Francisco in the most luxurious coach seat available and will be treated briefly as a living god. (Winners must live in the continental United States.)
See other Betabrand fans face-to-face on our Facebook fan page. This is our message board, rumor mill, lightning deal depot and Model Citizen HQ.
Betabrand / 3435 Cesar Chavez #224A / San Francisco, CA 94110
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