Now, everyone knows that even the toniest of Ivy League institutions recently suffered substantial blows to their massive endowment funds, but Harvard University’s idea to launch a menswear line called Harvard Yard just seems like school branding gone horribly awry. That, and their preppy sport coats go for $495 a pop, making Harvard once again tailor-made for the trust-fund set.

New York Magazine’s “The Cut”:

Something fishy seems to be going on at Harvard: The university is trying to be hip, possibly even chic. How else to explain Harvard’s cameo on this week’s episode of NYC Prep? And its new men’s fashion line, Harvard Yard? And by fashion line, we don’t mean maroon sweatshirts with crests on them. The university has inked a ten-year licensing deal with clothing manufacturer Wearwolf Group for a line of contemporary men’s apparel. It’s unclear if the line is part of the university’s attempt to stop bleeding money.

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