Lono Brazil, Jr.
New York City
“My father equated success with how a man dressed. And his brand of choice was Brooks Brothers.”
It’s an easy question for him to answer: Lono Brazil, Jr.’s biggest style influence was his father. “When he was a teen in the 1950s, most young men of color on the streets of Chicago dressed more gangster-style,” says the music industry insider. “But my father chose to dress ‘Ivy League,’ as he liked to call it.” His dad’s go-to brand was Brooks Brothers: “Khakis and argyle sweaters. Penny loafers and white oxfords. Tweed jackets and duffel coats. He had it all.” Lono couldn’t wait to wear his dad’s hand-me-down cotton broadcloth button-down shirts.
This attention to sartorial detail served Lono well in his life and career. He became a promoter, DJ, record label executive, radio show host, producer, spoken word artist, and more during his career. “I was able to make it out and find success, which I equate with how a man dresses,” said Lono. “I also still remember the day I went into Brooks Brothers and bought two suits! A gray pinstriped wool suit and a navy-blue cotton one.” Today Lono is the father of three sons whom he is raising to be creative free thinkers just like him. “My father would have been proud,” he said.
After the Gold Rush: Ready-Made Suits
Pioneers of the California Gold Rush, unable to wait for a custom suits as they headed West to make their fortunes, flock to Brooks Brothers to pick up ready-made clothing—an innovation the company introduces in 1849 in response to the ’49ers hasty migration to the Golden State.