Psycho Bunny

Before I began my quest to become a Style Hero, I never paid much attention to clothing brands. My daily uniform outside of work consisted of baggy jeans and a printed t-shirt. Now that I’ve been exposed to the broader sartorial culture, I wanted to take a look at a brand that’s caught my eye. I was initially drawn to Psycho Bunny because of their awesome logo [originally sketched on a napkin by co-founder Robert Godley]. I’m sticking with the brand because of the quality construction of the garments.

Psycho Bunny was founded in 2005 by fashion industry veterans Robert Godley and Robert Goldman. Godley cut his teeth with the likes of Turnbull & Asser and Ralph Lauren; Goldman got his start in the family business – neckties – eventually moving to retailers Federated Department Stores (Macy’s and Bloomingdale’s) and Lord & Taylor. Both men got their start in fashion by making high-end neckwear, and although the original focus of the business was creating luxury neckties it has since grown to include polos, t-shirts, socks, underwear, scarves, cufflinks, pocket squares, and wallets. You can even find poker chips, playing cards, and dominoes.

Based on their professional background, Psycho Bunny prides itself on their quality and style. The quality is evident from their use of high-end materials sourced from around the world and manufactured with care and attention to detail. They like to say they practice “quality as a habit.” They call their look “classic style, redefined.” Their clothes have an irreverence that makes them suitable for casual wear and a sophistication that makes them acceptable for work as well. And they’re starting to build a following. “We have spent the last 10 years establishing a loyal following for the brand, creating a society and a club for the customer who loves quality and style but not necessarily labels,” Robert Godley told Yahoo Finance.

The most visible item in their line is their polo shirt embroidered with the logo on the left breast. According to the Psycho Bunny website, their shirts are made from Peruvian Pima cotton. Pima, or gossypium barbadense, is a high-quality cotton, probably more familiar to us as Egyptian cotton. The fabric is a diamond-knit pique, which means that it is textured, has good breathability, and can stand up to a lot of washes. Instead of plastic buttons, they use mother of pearl, which increases their durability, and all of their high-stress seams are reinforced with fabric tape in the same color as the garment.

Everything I own or have touched that was designed by Psycho Bunny has been made to the highest of standards. The only drawbacks of the brand are its exclusivity and the difficulty of finding a retailer. I live in Raleigh, North Carolina, and I frequently travel to Washington, D.C., but in all of my shopping I have never encountered a Psycho Bunny necktie or scarf. I have seen one button-up shirt on a “last chance” rack, but mostly I’ve seen t-shirts, polos, baseball hats, and underwear.

Although high-end retail locations like Bloomingdale’s, Nordstrom’s, and Neiman Marcus carry the brand, if you want to get your hands on some Psycho Bunny, the best way to do it is online. Most of their products are available at their website but if you’re looking to score a pair of sneakers, I’ve only seen them available through Bloomingdales.com. Some items can only be found on eBay or Amazon. If the cost is a major hurdle, check out Nordstrom Rack or Neiman Marcus Last Call. They have a limited selection for a lower price.

Through their partnerships with Genius Brands International and their subsidiary A Squared Entertainment – brand management companies – Psycho Bunny has released a line of hats, shoes, and socks for Fall 2015 and plans to release a line of chinos, jeans, and watches by Spring 2016, as well as a line of outerwear for Fall 2016.

I’m looking forward to the watches, which will be made by Zeon America, best known for their Disney character timepieces, but they also make the watches for Penguin brand, one of which I own and love. GBI also plans to “expand the brand further into categories such as active and athleisure, bags and luggage, women’s and children’s activewear, accessories, fragrance, electronics and more worldwide,” according to Licence! Global magazine.

Psycho Bunny is also active in multiple charities. This past September they partnered with the Boomer Esiason Foundation to sponsor Jerry & Em’s Great CF Adventure “A 500-mile bike ride from Bar Harbor, Maine to New York City to raise money and awareness for cystic fibrosis.” They are active with Work to Ride, a Philadelphia based charity that “aids disadvantaged urban youth though constructive activities centered on horsemanship, equine sports and education.” They have also worked with The Red Cross, The Lupus Foundation of America, and The Family Rescue Center.

Resources used in this article:

http://www.licensing.biz/news/read/gbi-partners-with-thread-collective-for-psycho-bunny-winter-wear/042593

http://finance.yahoo.com/news/genius-brands-international-signs-three-151310836.htmlhttp://www.gq.com/story/before-you-get-wool-rich-get-wool-smart-a-guide-to-wool-in-all-its-forms

http://www.streetinsider.com/Press+Releases/Genius+Brands+International+Expands+Luxury+Fashion+Apparel+and+Lifestyle+Brand+Psycho+Bunny+Throughout+North+America/10755325.html

http://gnusbrands.com/genius-ramps-psycho-bunny-range

http://www.licensemag.com/license-global/genius-ramps-psycho-bunny-range

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