Hickey Freeman Relaunching an American Icon

Adam&Co. partnered with Toth+Co. and menswear specialist Alex Carleton to relaunch the brand with a refreshed identity, brand campaign, and website.

American Luxury

Since 1899, Hickey Freeman has been making high-quality tailored men’s clothing in their factory in downtown Rochester, NY. Founders Jeremiah Hickey and Jacob Freeman had a vision of building a brand that would define American tailoring. A Hickey Freeman suit became a testament to the artistry of hand-craftsmanship and the steady consistency of American innovation.


However, the brand had become dusty, and lost relevance in the eye’s of today’s consumers. Our goal was to relaunch the brand with a bold impact and reestablish Hickey Freeman as the go to for modern American luxury tailoring.



We introduced a new brand color palette inspired by the gold of a tailor’s measuring tape which gives the brand a much needed pop at retail and online. The existing logotype was refined and paired with “New York Since 1899” to represent the brand’s history. We brought back the original Hickey Freeman crest, and created a new HF monogram for use in smaller spaces.

Ad Campaign

The campaign, shot by Yu Tsai, and featuring all-American good-looker Justice Joslin, was shot in iconic locations throughout New York City. The campaign ran in national men’s fashion, health, and financial publications.



Agency: Toth + Co.

Photography: Yu Tsai

Co-Creative Director: Alex Carleton

Styling: Mitchel Belk

Grooming: Vaughn Acord

Retail photography courtesy of Thaddeus Rombauer