Inside Mens Lifestyle Brand GENTS with CEO & Founder JOSH REED

By Eden Herbstman

Winter 2012-2013

With the recent surge of sportswear-inspired looks in the fashion industry, the Gents brand couldn’t have come at a better time. Founded by Josh Reed, a former fashion publicist and talent agent, Gents is looking to innovate, beginning with its desire to redefine the baseball cap–an essential piece within the men’s fashion market. Combining a luxurious, state-of-the-art fit with a sharp design, the Gents cap elevates the sporty and casual accessory with stylish sophistication. Offered in a variety of designs and color combinations, the caps are also capable of being customized. Going beyond its physical products, Gents is a brand specifically for men who strive for simplicity and comfort while also remaining conscious of their style.

Eden Herbstman: Before moving to Los Angeles you lived in New York City for awhile. How do you think men’s fashion differs between the two coasts?

Josh Reed: I think the weather and mentality really define the big differences. There is a lot more color in LA, and the style is funkier and more laid-back because of the weather and the overall vibe. I think NYC has a much dressier and more sophisticated fashion-forward style, since it is one of the fashion capitals of the world and work is a main focus. A lot more black and darker colors in NYC. Not to say one is better than the other, just very different.

EH: Why did you choose to focus on the baseball cap as the initial product for Gents?

JR: I’ve always worn baseball caps and I love them, so that was the first reason. I decided to turn it into a business when I saw there was a big hole in the market for a more upscale and fashion-forward cap.

EH: What type of man encapsulates the Gents brand?

JR: Sophisticated, masculine, athletic, and fashionable-but-understated.

EH: The hats are geared toward the guys, but it seems the ladies could wear them as well. Did you keep this aspect in mind?

JR: To be honest, I really didn’t think about it at first, but then girls started buying them and wearing them everywhere. Zoe Saldana was on as a “Look of the Week” with the Gents Directors Caps, and I sold that cap every ten minutes for two days straight. I realized that if girls are wearing a men’s product, they want it to be for a man, kind of like when they wear their boyfriend’s shirt. We are calling it the “boyfriend cap” now.

EH: What does Gents have in store for the future?

JR: We just launched apparel, which is on the site now and doing really well.  There are amazing crew and v-neck t-shirts, and a really sophisticated twist on the classic baseball raglan. The Gents beanie, fedora, and newsboy cap, as well as a lot of other product categories, are in the works. We’ve also got new Fall 2013 caps with amazing new fabrications. We’re taking it to the next level!


Gents Official Website

Written by Eden Herbstman

Edited by Jonathan Metzelaar

Photography by Stephen Busken

Design by Eden Herbstman


Cover/Page 1: Josh Reed, Los Angeles, California, Photography by Stephen Busken

Page 2: Caps by Gents, Photography Courtesy of Josh Reed

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