• Social Primer 2013 Campaign


    "I'm going back to Charleston, where there is still a little grace and civility in the world."    —Rhett Butler

    It is a civilized place, Charleston. History drapes every window, tradition lingers in every pew. This "Holy City" is precious yet resilient enough to survive great fires, civil wars, and the occasional seasonal flood. Of course, you get all of this in the unofficial bicycle tour K. Cooper Ray gives upon your arrival. Whether it’s your first time or 17th time, it makes no difference. He wears his Charleston pride on his navy blazer sleeve.

    Last month, I flew down for a long weekend with Cooper and company to create lifestyle imagery for his neckwear and formal wear collections. We shot in what might be the most beautiful living room I’ve had the pleasure of being in. The light was inspiring (these two images are the only ones I can show currently). I have always respected K. Cooper Ray for using real kids in the marketing of his Social Primer brand. While not a particularly new approach, it works for him because these are the kids that are in his life—be it next door neighbors, sons of friends, or his barista. It's just Cooper pulling back the curtain on his frat house, albeit a civilized one.

    Aug 7, 2013 | Permalink (15) Total Comments

    Michael left a comment on 8/27/2013 at 12:20 PM:

    @Clara….J Crew has had separates available for years.  Good article recently in A Continuous Lean

    Dan left a comment on 8/26/2013 at 7:49 PM:

    What is the purpose of the sash? For the life of me, I cannot think of a use other than masquerading as an ambassador or head of state.

    K. Cooper Ray of Social Primer left a comment on 8/23/2013 at 11:26 AM:

    Thank you F.E. for such a nice write up and shooting our fall campaign. You are also a valuable voice in explaining our brand worth! I guess that comes as result of our collaborations over the last couple of seasons. To address the availability issue let me remind your readers that SP the apparel company is a mere year old. Our previous collaboration with Brooks Brothers over three years was a separate entity. With any new, and privately funded, venture there are more than a few issues to work out.

    As for our price on ties, the quality speaks for itself. What you don’t see in photographs us the subtle iridescence of color is the silk. Customers tell us often “pictures don’t do the ties justice!” As for the SP Smoking Collection of tuxedo separates, this was a presentation to show the range of the brand. We are working on production now and will have shop in shop capsules with select retailers for the holiday season. All to say, we are a brand new company making up the rules as we go.

    Thank you for your interest, your patronage and indeed your curiosity.

    Cordially, KCR

    F.E. Castleberry left a comment on 8/22/2013 at 10:41 PM:

    @PSP—I picked that one up from Brooks Brithers in red ;)

    psp left a comment on 8/22/2013 at 10:10 PM:

    I just purchased the Social Primer Tailgating Blazer from B2, great and fun. Just in time for football season.  The lining reminds me of the Red Fox Inn in Middleburg Va.

    F.E. Castleberry left a comment on 8/22/2013 at 3:32 PM:

    @Tim—Social Primer ties are made in New York City of the best English silk. Yes, you can buy a repp tie almost anywhere, but it will not have a contrasting knot as Social Primer’s do. Social Primer does not compete on the lowest common denominator of price. The quality of his product is quite high. If you care about “made in the USA,” he makes them in the USA. If you don’t care about where your goods are made, then China makes a product at a lower price range. It’s also about tie width. Ray makes his at a slim 2.5”—you’re not going to find a repp at Ralph Lauren that slim.

    @James—It’s August…exercise a little patience ;) His website is about to undergo a makeover.

    James left a comment on 8/22/2013 at 3:32 PM:

    @F.E.—Thanks. ‘Tuxedo separates’ suggests pants and jackets but they don’t appear to be selling those. They also don’t appear to be selling slippers….I guess I must be missing something….

    Tim left a comment on 8/22/2013 at 3:23 PM:

    Have any readers of this blog spent $125 plus shipping in a SP long tie? What makes them worth that price point? I can buy a silk repp tie almost anywhere—blue label Ralph Lauren included—for less than that, no?

    F.E. Castleberry left a comment on 8/22/2013 at 3:20 PM:

    @James—Tuxedo separates, ties, bow ties, cummerbunds, velvet Prince Albert Slippers, and sashes.

    James left a comment on 8/22/2013 at 3:12 PM:

    I’m confused. Is social primer selling tux jackets and pants? Shoes? Gowns? What in this pic is being sold by social primer?

    Clara left a comment on 8/22/2013 at 2:59 PM:

    Tuxedo separates. What an idea!

    F.E. Castleberry left a comment on 8/22/2013 at 10:52 AM:

    @Clara—In addition to his neckwear collections, Social Primer is debuting its Smoking Collection (tuxedo and tuxedo separates).

    Clara left a comment on 8/22/2013 at 10:21 AM:

    What are they selling, exactly? Gowns and tuxedos?

    Kate left a comment on 8/22/2013 at 9:51 AM:

    So. Good. I love how the two images show both sides of the SP guy: the rowdy, fun side and the spiffed up, polished, refined side.

    I cannot wait to see the rest of the images!!

    Victor Stonem left a comment on 8/22/2013 at 9:25 AM:

    I love it!