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.
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.