In 1993, on the second episode of the fifth season of Seinfeld, the titular character was presented with the infamous, the ostentatious, the classic “puffy shirt.” Little would fans realize that this was just the beginning of a relationship between the real Jerry Seinfeld and high fashion.
It’s not a situation that fits very comfortably. On episodes of his newest show, Comedians in Cars Getting Coffee, you can often spot the comedian with some expensive footwear. Throughout the years Seinfeld has come clean as a bit of a sneakerhead.
Still, it’s unlikely you expected this: Seinfeld is the newest face of Kith, the clothing brand known for high-end streetwear.
The announcement was made jointly by Kith and Seinfeld, along with a series of photos of Seinfeld decked out head to toe.
The question that springs to mind of course is “why?” Why would this ever happen, and what have we done to deserve this? Even by asking the question we are probably buying into the advertising trap laid out for us. They managed to get a comedy website to write about fashion, not a topic that usually comes up much around here. But if Kith does want to get into the market of comedy fans, couldn’t there be someone else at least tangentially more related to clothing? (Well dressed comedians like Aziz Ansari come to mind.)
Maybe it really is the long-ago puffy shirt. Or maybe it’s just that Seinfeld is a famous person who hits the demographic Kith is looking for – and who is willing to work with them. The Seinfeld x Kith collaboration will partially benefit CUNY and Queens College, the latter of which Seinfeld attended.
And Kith likes to showcase their clothing with older celebrities – they’ve previously collaborated with Steve Buscemi and Ray Liotta. Maybe Seinfeld is the next logical step.
Seinfeld’s 19-year old son Julian is also credited with helping to get the collaboration going.
It’s impossible to deny that Seinfeld still attracts a lot of attention today. Any brand would be happy to capitalize on his audience. And the strangeness of it all only serves to attract even more attention. Even if much of the internet is more confused than anything else, hey, you’re looking at the pictures.
On Seinfeld’s part, though, the move is even weirder. It’s not like he’s building his popularity off of this, he’s already mega-famous. And he regularly has been the highest paid comedian in the world, so it’s difficult to believe there is a money incentive there.
Maybe it’s because we’re looking from the outside at what feels like a more embarrassing situation than Seinfeld needs to put himself into. Maybe he really believes that he looks great in that tracksuit. The internet for their part is split on the issue, but who listens to them?
It’s possible that it helps to have some more attention put on him as he prepares for the release of his upcoming movie Unfrosted: The Pop-Tart Story. But that’s too far to release for that to really be the case.
Or perhaps this is all just an elaborate ploy to bring more attention to Seinfeld’s beloved Mets. Whatever the reason, Seinfeld as a fashion model is here to stay.