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Arrow is adirect-to-consumer brand of menswear owned byAuthentic Brands Group and primarily vended byAmazon.The Arrow Collar Man was the historicmarketing campaign running 1905–1931 featuring male models in shirts withdetachable collars manufactured byCluett Peabody & Company ofTroy, New York.
The Arrow Collar ads were a collaborative production of New York ad agencyCalkins and Holden; Cluett, Peabody advertising director Charles Connolly; and commercial illustratorJ. C. Leyendecker. One of Leyendecker's models was his partner, a Canadian named Charles Beach.[1] Another model was a youngHuntley Gordon.[2] According to Leyendecker himself, there were six men besides Beach who posed for the Arrow Collar ads:Jack Mulhall,Neil Hamilton,Robert Allen,Brian Donlevy,Mahlon Hamilton, andReed Howes.[3] ActorEarle Williams modeled the collars at the height of his fame in the World War One years.[4]
Hundreds of printed advertisements were produced from 1907 to 1931 featuring the Arrow Collar Man. The fictional Arrow collar man became an icon and by 1920 was receiving fan mail. Fans would cut their favorite collar men out of advertisements and hang them on their wall.[2] He inspired aBroadway musicalHelen of Troy in 1923.
In the early 1920s, Cluett, Peabody & Co. began manufacturing their shirts with attached collars in response to consumer demand and became the most successful company in the U.S. at that time. Their sales increased to 4 million collars a week and Arrow shirts with attached collars were being exported to foreign ports such as Batavia (Jakarta) and theBelgian Congo. The Arrow Collar Man campaign ended in 1930, having been one of the most successful advertising campaigns in history.
In 2004, the Arrow brand wasacquired by longtime competitorPhilips-Van Heusen, owner of theVan Heusen brand. Under PVH, the Arrow brand was positioned as slightly less expensive than Van Heusen.
On June 23, 2021, it was announced that the Arrow brand would be sold toAuthentic Brands Group alongside Van Heusen,Izod, andGeoffrey Beene.[5] The sale was completed on August 2, 2021, with United Legwear & Apparel Company named as its licensee alongside the Van Heusen brand, and until 2023, the Geoffrey Beene brand.[6]
The Arrow trademark is currently owned byAuthentic Brands Group and is manufactured and marketed alongside Van Heusen by United Legwear & Apparel Company under a long-termlicensing agreement. The primary retailer for the brand isAmazon. The brand was formerly sold bySears,JCPenney, andKohl's.
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