Rich is a Brazilian menswear brand whose philosophy gets to the heart of men’s style: a successful man, says the brand, is one who makes good choices, likes to be remembered for his good taste, has decision-making power and dresses with conviction.
There’s an inherent contrast in the brand’s latest campaign: impeccable clothing and handsome faces in a ring with the gritty sport of boxing. But it does’t feel out of place. It’s like a nod to an era when brutish masculinity and the notion of the gentleman were, in some ways, one and the same.
Besides, something a bit sweaty and gritty is always a nice change from the usual sharp menswear campaigns.
View the full Rich spring 2013 campaign by clicking on the gallery.