Must-read of the day is this interview with MISTER MORT. It's deadpan, slightly acerbic, and reveals a whole lot of truth—like all great humor. Mort designed a collection for BEAMS that includes button-downs ("I ripped off the BROOKS BROTHERS label!"), embroidered with mustard stains. Just don't call it a collab... CÉLINE is loved by guys, and (crucially) it's cut so they're able to wear it. MAX BERLINGER explores how a cult womenswear label has taken over the hearts of many men.... OPENING CEREMONY is selling past issues of FRUiTS, and (feels obligatory) t-shirts with the magazine's logo. The NYC store installation looks good next to vintage COMME DES GARÇONS from Australian retailer DOT COMME. FRUiTS itself was selling a hoodie a while back—does getting the printed hoodie/t-shirt treatment mean you've been around for a while (and are possibly/probably about to shut down)? Or is it right in step with the zeitgeist? Or both? I'm kidding. Regardless, the magazine really captured a moment, so pour one out for the street style magazine. Definitely have a bunch of old FRUiTS floating around somewhere, along with issues of EGG and S CAWAII! (two Japanese style magazines that have since folded). Both were reliant on the '90s kyogyaru and ganguro subcultures in JAPAN, so we shouldn't be too sad that they're gone. Those high schoolers are in their 30s and 40s by now. There's still a huge opening left where some of these magazines used to be, and I don't think it's been filled by INSTAGRAM or SNAP or any other algo feed currently available. We'll see... REBEKKA BAY joins UNIQLO... TOMMY HILFIGER remembers a game of hangman in an ad by GEORGE LOIS. It's fun to think about which brands could fill the slots in the same ad if it were made today: TOMMY vs. RALPH vs. CALVIN vs. PERRY... GUCCI's gunning even harder for diversity with its latest campaign. The models? Extra terrestrials.