Van Heusen Institute of Style

For more than a century Van Heusen has waged a campaign to bring more style to the world. Two years ago it launched its latest salvo: the Institute of Style.

In this multimedia advertising campaign, Steve Young, Jerry Rice and Deion Sanders are the “Professors of Style” who teach modern American men how to boost their confidence and improve their appearance through smart fashion choices.

Young, Rice and Sanders—victorious teammates in Super Bowl XXV—explain that men need only a bit of guidance to go “from schlub to swagger.” In their tips and pep talks, the professors emphasize fit, fabric, finish and the affordable fashion that have made Van Heusen one of the world’s top lifestyle brands.

Style makeovers are also a key part of the campaign. This past year, the Institute made over four national sports bloggers with the help of Van Heusen style director Chad Kincaid, ESPN fashion editor Samantha Rubin and GQ contributor Brett Fahlgren.

In the 2011 “Super Bowl XLVI In Style” contest, fans showed Van Heusen how they went from schlub to swagger. The winner received an all-expenses-paid trip to Super Bowl XLVI, including a private charter flight from his hometown; tickets to the ESPN, GQ and NFL parties; and a VIP view of the game from a suite with Steve, Jerry and Deion.

The Van Heusen Institute of Style continues to help men get their swagger on all across America. “Style is a statement,” says Steve Young, “and a statement we will make.” Stay tuned.

Follow the latest news in Threads, under the Institute of Style category.

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