The people love The Bear‘s Carmy Berzatto. They also love his Merz b. Schwanen tees and the Birkenstock Tokios and all the other low-effort, high-worth grails that have made an accidental menswear show of the Chicago culinary fantasy. But ever since the Emmy Award-winning series first hit our TV screens back in 2022, there’s been one piece that’s been shinier and cult-ier than the rest: the NN07 Gael Jacket.
As soon as it debuted in season one, it was a premonition of the solid Carmy fits to come. Over on X, one user said: “I’ve been obsessed with Carmy’s jacket on The Bear. Definitely something he bought when he was a swanky chef in NYC.” And another even tweeted: “How dare the wardrobe dept on The Bear put Carmy in a $600 jacket…I wanted it so badly.”
But nobody expected it to be this hyped, not even the Danish label itself. “The Bear actually premiered later in Denmark than it did in the US,” says Mikkel Hammershøj, PR and special projects manager at NN07. “There was probably a delay of about a month or two. So when the Gael first sold out, we didn’t actually know why.”
NN07
When the show began to pick up steam, NN07 was swamped with thousands and thousands of messages and DMs on when (or if) the jacket would ever come back. So in October 2023 (four months after the debut of season two), the Gael got an extremely limited restock. And when we say ‘extremely limited,’ we mean just 100 pieces.
“It sold out in 15 minutes flat,” says Hammershøj. “I remember the amount of desperate messages that our customer service team was getting. Some people were very unpleasant, because I don’t think anyone expected it to sell out so fast, and they were just really angry that they couldn’t get it. And we were like ‘okay, maybe there’s actually a foundation here to do another restock.’” So, in December of that year, 300 Gael jackets hit NN07’s online store. And this time around, it sold out even faster.
“The hype surrounding the Gael will always amaze us,” says Hammershøj. “I mean, at €550, it’s not a cheap jacket by any means, so the fact that both restocks sold out so quickly was a little bit of a surprise. But The Bear‘s just been getting more and more popular. And ever since the show started, Jeremy Allen White’s become a menswear icon, and every guy wants to be like him.”
But is it really that shocking? With its big, boxy fit and Italian yarn-dyed fabric (which means that every single piece looks completely different from each other), this is exactly the kinda thing that’s destined for grail status. Plus, the story behind how it even got on the series in the first place is pretty legendary in itself.
Read the full article here
