Most activewear has a logo of some sort—stitched or finely screen printed in a conspicuous corner of a garment. But not Jacques. Founded by former Division I tennis player, Gregg Cohenca, the young label is refreshingly simple. Its collections include easy silhouettes and a neutral palette, allowing it to translate as casual daywear.
Jacques was inspired by Cohenca’s grandfather of the same name, who immigrated to the U.S. from Egypt to start a new life for his family. Cohenca describes him as a Renaissance man who spoke several languages, started his own business, and was a sophisticate. Through its namesake, Jacques evokes the essence of the brand’s values.
The label’s brand identity can also be traced back to Cohenca’s love for natural elements: concrete, stone, clay, and water. “Visually and also from a narrative standpoint, the brand goes back to this idea of finding surfaces in which individuals go on to play,” he explains. “For me, specifically, it might be playing on a red clay tennis court.” His second collection, Collection 002, heavily revolves around concrete and stone, providing a grayscale effect. “The surfaces and the elements are all connected to our narrative as a brand, how we think about our product, what colors we introduce, and how we view our individuals wearing the clothing on these different surfaces.”
At the heart of Jacques, however, is performance. Sourcing from top mills, they produce garments that are four-way stretch, moisture wicking, odor repellant, and abrasion-resistant. They also create many of their products with a no-show seam. “From an aesthetic standpoint, it’s very clean and removes a lot of distractions of a normal stitch,” Cohenca says. “It allows for great mobility and range of motion when you’re moving, therefore reducing chafing. So when it’s up against your skin, you’re not feeling the stitch under your arm hole or the neck area.”
Jacques aims to deliver to a niche in the men’s space, according to Cohenca. In a market full of neon and logos, he wants to provide something understated, clean, and minimal, reflecting his own style—a line that is perfect to wear for tennis but also any athletic activity. “It is all full circle for me with tennis. Everything I build and create feels very close to my upbringing.”