What's "Old's Cool?" Good question.
Should I make a silver fork in my mouth joke? Or should I just say I learned everything I needed to know before kindergarten.
This is a lame non sequitur, but I wanted to also mention an old-school friend Amedeo Panetta, a family man of integrity and old-world charm, who always understood the beauty in the real and the true. He was a jewelry maker, albeit costume, but had a fine, humble, passionate, designer's eye. He was also crazy about artichokes. One night he was telling me about flying on a DC-7 to Italy, and then taking the Queen Elizabeth II back home – you can't cross the same ocean twice he said, paraphrasing Heraclitus. I asked him what it was like because I'd heard glamorous as hell; I'd also heard hellacious – dangerous, smoky, boozy, boring, and expensive.
He went to a drawer in the dining room breakfront and took this fork out. It's from his trip: a standard piece from an American Airlines 'Flagship' in-flight service. But damn, it's real silver. The finesse involved and attention to detail brings me close to tears. In my opinion, this subtle and gorgeous humdrum utensil perfectly incarnates 'old's cool' in spirit and function. These are the archetypes of a classic, aesthetic, original, and principled everyday lovely life that we're striving for.
And we believe there are a lot of us out there who think the way things were is sometimes better than the way things are. So we’ve created a brand that incarnates this ideal of authenticity; excellence, integrity, courage, wit and craft, too. We’ll feature a catalog of our own cool, genius loot, as well as a curated selection from around the globe that we think lives up to our own high standards of design and use. We’d also like to introduce you to the people, events and traditions that we are inspired by, and will put all of our tips and tricks for living like you mean it in ‘The Official Man Up Manual.’
So we invite you to come join us on our naive, quixotic adventure into the past and the future – we'll try, in our own inimitable way, to make every step of the way full of interestingness and beauty, and, to kind of quote Woody Allen, 'un-jejunosity'.