Brooks Brothers

Brooks Brothers' 2020 bankruptcy ended 202 years of American menswear tradition—the oldest clothing retailer in continuous operation in the United States. The company had dressed Abraham Lincoln (his assassination suit is in the company archives), defined business casual, and survived the Civil War, two World Wars, and countless recessions. COVID-19's elimination of office work, combined with the athleisure trend, finally killed what history couldn't. The mechanism failure was format dependence on occasions that disappeared. Brooks Brothers sold dress shirts, suits, and business attire for workplace wear. When COVID-19 sent office workers home, demand for business clothing collapsed 70-80%. Brooks Brothers had no casual alternative—the brand permission was professional attire. The company couldn't pivot to athleisure any more than it could pivot to streetwear. Authentic Brands Group acquired Brooks Brothers from bankruptcy and licensed the brand to operating partners. The company continues under new ownership with fewer stores and a licensing model that reduces operational risk. But the original institution—independent, 202 years continuous, defining American business style—died. The brand survives; the company that built the brand does not.