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.

Rich menswear boxing campaign

Click the thumbnails for full pictures:
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign
Rich S/S '13 ad campaign

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.

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