Perfecto 75th Anniversary

It was 1928 when Irving Schott, the founder of Schott Bros., the Perth Amboy based outerwear manufacturer, strolled around the Lower East Side of Manhattan smoking his signature Perfecto cigar. In deference to his beloved stogie, Irving bestowed the name Perfecto on the first motorcycle jacket he ever hand cut and stitched.

Fast forward 75 years. The company is celebrating two momentous occasions: the 90th anniversary of Schott Bros. and the 75th anniversary of the iconic Perfecto Jacket. Granddaughter and company President, Roz Schott, is looking for a way to reconnect the company with both the trade and consumer media. (Yes, this is the same Roz Schott that introduced us to Melissa Winston)

In 1988, in celebration of the company’s 75th anniversary, we created an exhibit of Schott jackets at the American Craft Museum in New York City. The event was such a success that Roz turned to us in 2003 to come up with a public relations campaign that would capitalize on the Perfecto anniversary’s news angle.

We came up with an idea that accomplished three things:
put Roz Schott face to face with the editors and reporters at the major fashion trades and national consumer magazines; celebrated the 75th anniversary of the Perfecto; and, reinforced the Schott Bros. standing in fashion history.

We threw a party – a big one at Club Macanudo, one of the few remaining cigar bars in New York City. The invitation was sent in a Perfecto cigar box. Every invitee received a numbered certificate redeemable for the Perfecto jacket of their choice.

A private room in the club was transformed into a History of Schott Bros. exhibit featuring historical artifacts from the past 75 years along with the Schott jackets that defined the same era.

Every member of the media had the opportunity to meet personally with Roz Schott while she measured them for their Perfecto – something her grandfather taught her to do in the factory that bears the family name.

The event was successful in reconnecting Schott Bros. with the media, placing them on the radar of top fashion reporters and we had a lot fun. It was a perfect fit!