Jake Gyllenhaal Designed a Branded Hoodie for an NYC Restaurant (With Proceeds Going to Charity)

Actor Jake Gyllenhaal is once again showing his love for New York’s Russ & Daughters restaurant, most notably their lox. Last year, Gyllenhaal was spotted rocking a “Russ & Daughters” tee on social media. Being a handsome trendsetter and all, Gyllenhaal sparked demand for the restaurant’s apparel, and partnered with them to raise proceeds for the Independent Restaurant Coalition.

It’s been almost a year since that release in August, and Gyllenhaal is again partnering with Russ & Daughters to celebrate their salmon, this time raising money for New York theater actors unable to work during the pandemic.

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Gyllenhaal helped design the hoodie, which comes in all black and says “LOX” on the front in bold block letters. The hoodie is selling for $150, with all proceeds going toward the Actors Fund.

“We are very excited to see that an idea hatched a year ago with Jake has come to fruition,” Russ & Daughters co-owner Josh Russ Tupper told The Cut.

It’s simple and direct, that’s for sure. It’s more a case study in fashion-first marketing than in-your-face logo placement. The understated gray-on-black print, the high perceived value of a hoodie, the charitable tie-in. The logo might not be front and center, but it’s still a totally effective promo.

This is just the latest instance of a celebrity repping branded merchandise in support of a small business they genuinely care about. The last time we saw this, it was Jason Sudeikis wearing a hoodie from his sister's dance studio during his Golden Globes acceptance speech.

When some of the planet's biggest stars are recognizing the power of branded merchandise, it's undeniably a good thing for the medium, especially when it's some of our favorite actors getting involved. Your move, Keanu Reeves.