How to re-launch a brand and make it super cool? Gabe Mann, new owner of Jack of Spades, took the plunge and hired star photographer Harry Benson (who’s photographed celebrities from world leaders and U.S. presidents to The Beatles) along with fashion director Joseph DeAcetis. They in turn hired Kamil Nicalek from Wilhelmina Model Agency and the resulting images (shot at the Dream Hotel on 16th Street) speak volumes about contemporary lifestyle.
As do the jeans! Known for a mature fit (The High Roller) in quality fabrics and luxury washes ($165 suggested retail for top premium denim), Jack of Spades has branched out into slimmer fits (The Joker) with updated logos and labels. Sizes run from 30 to 44 in three different inseams (a real plus in the denim world). For more info: JackofSpades.com or 212-921-0300.