Fashion May 27, 2010 By Eugene Rabkin

filler76 Freemansfreemans cover Freemansfiller76 Freemansfreemans TITLE FreemansSusan Sontag once said that an off-putting contemporary cultural phenomenon may become endearing with the passage of time. And while the ’50s Americana, conservative and conventional, has disconcerted many a person of liberal views, today its trappings have been adopted by a growing army of hipsters who would not touch suits and dress shirts, traditionally reserved for the gray Wall Street drones, with a ten foot pole just a decade ago. Freemans Sporting Club, the men’s Lower East Side store — pardon, a haberdashery! — has been instrumental in pushing this style, along with the nostalgic “hand-made-in-the-USA” tag.
    Nostalgia notwithstanding, we live in modern times, and so Freemans recently launched their website. Staying true to the brand image, the website is a carefully executed time-machine that transports you from today’s Williamsburg to the Suburb, USA of the yesteryear. The website features cheeky images of suburban pastoral in the Norman Rockwell style — here are a couple of Dads sipping beer around a lawnmower while a younger guy is working on his trusted motorcycle and there is another Dad taking his son fishing.
    The merchandise matches the image — three-piece suits hand made in Brooklyn, oxford shirts made in New Jersey (albeit from Japanese cotton) — all are timeless, as the website assures. And do not forget the jeans — raw indigo selvage denim, of course! All fine and dandy, but what would Allen Ginsberg say about flannel suits and the best minds of his generation?