Rag & Bone

Rag & Bone is an American premium fashion brand founded in New York City in 2002 by Marcus Wainwright and Nathan Bogle. The label developed around a balance of British-influenced tailoring and workwear references, New York street style, practical construction, and understated branding. Its name refers to the British expression “rag-and-bone man,” traditionally associated with a collector of discarded materials, a phrase that evokes utility, resourcefulness, and working-life clothing. The company initially concentrated on menswear. A men's collection launched in 2004, followed by womenswear in 2005. David Neville joined the business in 2005 and became a partner with Wainwright after Bogle left the company in 2006. Under Wainwright and Neville, Rag & Bone expanded from a small New York label into an international contemporary-fashion business with its own stores and distribution through hundreds of additional retail locations. The brand's product range has included men's and women's ready-to-wear, denim marketed under the rag & bone/JEAN label, knitwear, outerwear, tailoring, footwear, bags, small leather goods, eyewear, and accessories. Footwear became a dedicated business in 2008 with assistance from designer Tull Price; the Newbury boot became one of the label's best-known offerings. In 2016, Rag & Bone broadened its lifestyle offer through unisex fragrance and entered an eyewear licensing arrangement with Safilo, with the licensed business scheduled to begin in 2018. Rag & Bone has built much of its identity through image-making rather than overtly logo-driven marketing. Its campaigns have featured figures from fashion, film, music, sport, and the arts, including Kate Moss, Michael Pitt, Léa Seydoux, Winona Ryder, John Turturro, Wiz Khalifa, Harvey Keitel, Mikhail Baryshnikov, Mark Hamill, and others. The company has also used film, portraiture, and documentary-style photography to reinforce its connection to New York culture and creative communities. Its SS15 film The Driver, directed by Michael Pitt, received a production award at the Milan Fashion Film Festival in 2015. The company continued to operate through branded stores and a broad wholesale network. In July 2023, leadership of design and merchandising was reorganized: Jennie McCormick assumed oversight of womenswear, footwear, and accessories, while Kyle Sweeney took responsibility for menswear and merchandising. Marcus Wainwright stepped down as chief brand officer that month. In April 2024, Guess? and WHP Global completed the acquisition of Rag & Bone. The brand remains active, with design oversight shared by McCormick and Sweeney according to the cited reference material.

Rag & Bone was established in New York City in 2002 by Marcus Wainwright and Nathan Bogle. The founders developed the label around a contemporary interpretation of British clothing traditions, American workwear, and the practical, unshowy character associated with New York. The business name references the British term “rag-and-bone man,” linking the brand to ideas of resourcefulness and utility. The first commercial focus was menswear, introduced in 2004. Womenswear followed in 2005, broadening the label from a specialist men's project into a full fashion brand. David Neville joined in 2005 and became Wainwright's partner after Bogle departed in 2006. The partnership guided the company's expansion in product, retail, wholesale distribution, and international visibility. In 2006, Bogle, Neville, and Wainwright received an Ecco Domani Fashion Foundation award in menswear. The same year, the founders were finalists for the CFDA/Vogue Fashion Fund. Rag & Bone received the CFDA Emerging Talent Award in 2007, and Neville and Wainwright later won the CFDA/Swarovski Award for Emerging Menswear Talent in 2010. These recognitions helped establish the company within the American fashion industry. Footwear became a distinct category in 2008, developed with assistance from footwear designer Tull Price. The resulting line included the Newbury boot, which became closely associated with the label. Over time, Rag & Bone expanded its offer to men's and women's ready-to-wear, denim, knitwear, outerwear, tailoring, bags, accessories, and other lifestyle categories. Denim was organized under the rag & bone/JEAN name. The brand also developed a retail presence through its own stores and a large network of wholesale doors. Marketing became an important part of the brand's cultural positioning. Kate Moss appeared in the first advertising campaign for fall/winter 2012 and returned for spring/summer 2013. Michael Pitt led the first men's campaign for fall/winter 2013, while Léa Seydoux appeared in the women's campaign. Later campaigns used actors, musicians, artists, and other public figures rather than relying solely on conventional runway imagery. For spring/summer 2015, the brand replaced a standard men's fashion show with a portrait series featuring friends of the label. It also commissioned The Driver, a film directed by Pitt and starring Pitt and Astrid Berges-Frisbey; the film won a production award at the Milan Fashion Film Festival in 2015. Rag & Bone opened a New York concept store known as the General Store and discussed its retail and business trajectory at the 2015 WWD CEO Summit. In 2016, the company entered fragrance with eight unisex Eau de Parfums and agreed to its first eyewear license with Safilo, scheduled to commence in 2018. The brand subsequently continued using portrait, film, and documentary photography. Its 2016 Photo Project focused on women representing the breadth and diversity of the label, while the later Men's Project featured personalities including John Turturro, Mauro Refosco, Honor Titus, Wiz Khalifa, Harvey Keitel, Mikhail Baryshnikov, and Mark Hamill. Stephen Shore photographed the spring/summer 2020 campaign, which placed models in New York City subway settings. Leadership changed in July 2023. Wainwright stepped down as chief brand officer, and design and merchandising responsibilities were divided between Jennie McCormick and Kyle Sweeney. McCormick assumed oversight of womenswear, footwear, and accessories, while Sweeney took responsibility for menswear and merchandising. In April 2024, Guess? and WHP Global completed the acquisition of Rag & Bone. The transaction moved the brand into a new ownership structure while preserving its identity as an active premium fashion label.

• 2024

  Acquired by Guess? and WHP Global

  [1]Rag & Boneen.wikipedia.org

  Guess? and WHP Global complete the acquisition of Rag & Bone.

• 2023

  Design leadership reorganized

  [1]Rag & Boneen.wikipedia.org

  Wainwright steps down as chief brand officer; McCormick and Sweeney receive divided design and merchandising responsibilities.

• 2016

  Fragrance and eyewear expansion

  [1]Rag & Boneen.wikipedia.org

  The company launches unisex fragrance and signs an eyewear licensing agreement with Safilo.

• 2008

  Footwear business established

  [1]Rag & Boneen.wikipedia.org

  Rag & Bone develops a dedicated footwear line with assistance from Tull Price.

• 2006

  Bogle exits; Neville becomes partner

  [1]Rag & Boneen.wikipedia.org

  Nathan Bogle leaves the company, and David Neville becomes a partner with Marcus Wainwright.

• 2005

  Women's line launches

  [1]Rag & Boneen.wikipedia.org

  The brand expands into womenswear.

• 2004

  Men's line launches

  [1]Rag & Boneen.wikipedia.org

  Rag & Bone introduces its initial men's collection.

• 2002

  Brand founded in New York

  [1]Rag & Boneen.wikipedia.org

  Marcus Wainwright and Nathan Bogle establish Rag & Bone in New York City.

Premium contemporary fashion blending British heritage, American workwear references, New York street style, and functional modern design.

• Apparel · 2004

  Men's ready-to-wear

  The original Rag & Bone product category, combining tailored and casual menswear with workwear references, functional details, denim, knitwear, outerwear, and modern New York styling.

• Apparel · 2005

  Women's ready-to-wear

  The women's line extends the brand's understated, urban approach across dresses, tailoring, knitwear, outerwear, denim, and everyday separates.

• Denim

  rag & bone/JEAN

  The denim-focused label presents jeans and related casual pieces within Rag & Bone's broader premium contemporary offering.

• Footwear · 2008

  Newbury boot

  A recognizable Rag & Bone footwear style from the brand's dedicated footwear business, reflecting the label's mix of utility, urban styling, and polished construction.

• Fragrance · 2016

  Unisex Eau de Parfums

  A fragrance range of eight unisex Eau de Parfums introduced as Rag & Bone's expansion beyond apparel and accessories.

• Accessories · 2018

  Eyewear

  Rag & Bone's eyewear category was developed through a licensing arrangement with Safilo, expanding the brand's accessories portfolio.

• Controversy over crushed Porsche advertisement

  A shock advertisement depicting the destruction of a vintage Porsche 911SC drew criticism. The production reportedly used a salvaged vehicle shell from a scrapyard rather than a functioning car.

  Source

Read more

• 2019Spring/Summer 2020 campaign

  International

  Stephen Shore photographed Ajani Russell, Chloe Fineman, Dylan Penn, Olivia Cooke, Pyper America, and Paloma Elsesser in the collection, including scenes on the New York City Subway.

  Outcome. Connected the collection to New York documentary photography and everyday urban life.

  Source
• 2016Photo Project

  International

  A serial portrait campaign presented women intended to represent the diversity and breadth of the Rag & Bone community.

  Outcome. Reinforced the brand's documentary and portrait-based visual language.

  Source
• 2016Men's Project

  International

  The men's campaign featured figures from artistic and cultural fields, including John Turturro, Mauro Refosco, Honor Titus, Wiz Khalifa, Harvey Keitel, Mikhail Baryshnikov, and Mark Hamill.

  Outcome. Positioned the men's line within a broad creative and cultural network.

  Source
• 2015The Driver

  International

  For spring/summer 2015, Rag & Bone released a fashion film directed by Michael Pitt and starring Pitt and Astrid Berges-Frisbey.

  Outcome. Won the Best Production Award in the Established Talent category at the Milan Fashion Film Festival in September 2015.

  Source
• 2014Spring/Summer 2014 campaign

  International

  Emile Hirsch and Stacy Martin were selected for the spring/summer campaign.

  Outcome. Continued the use of cinematic talent in brand communications.

  Source
• 2014Fall/Winter 2014 campaign

  International

  Michael Pitt and Winona Ryder starred in the fall/winter campaign.

  Outcome. Expanded the brand's film-oriented campaign identity.

  Source
• 2013Spring/Summer 2013 campaign

  International

  Kate Moss returned as a face of the brand's spring/summer campaign.

  Outcome. Extended the brand's fashion-editorial visibility.

  Source
• 2013Fall/Winter 2013 campaigns

  International

  Michael Pitt fronted the first men's campaign, while Léa Seydoux appeared in the women's campaign.

  Outcome. Strengthened the label's association with film and creative culture.

  Source
• 2012Fall/Winter 2012 campaign

  International

  Kate Moss starred in Rag & Bone's first reported advertising campaign.

  Outcome. Established a celebrity-led campaign approach for the brand.

  Source

• 2024

  Acquisition by Guess? and WHP GlobalM&A

  Background

  Rag & Bone operated as a privately held premium fashion brand with retail and wholesale distribution.

  Action taken

  Guess? and WHP Global completed the acquisition of the brand.

  Aftermath

  Rag & Bone continued under the ownership of Guess? and WHP Global.

  Source

• 2023

  Design and merchandising leadership reorganizationStrategy

  Background

  The company changed senior creative and merchandising responsibilities as Marcus Wainwright left the chief brand officer role.

  Action taken

  Jennie McCormick assumed womenswear, footwear, and accessories oversight, while Kyle Sweeney assumed menswear and merchandising oversight.

  Aftermath

  Design responsibility became divided by category under McCormick and Sweeney.

  Source

• 2016

  Expansion into fragranceProduct launch

  Background

  Rag & Bone was broadening its lifestyle and accessories offer.

  Action taken

  The brand launched eight unisex Eau de Parfums.

  Aftermath

  The launch added fragrance to the brand's product portfolio.

  Source

• 2016

  Eyewear licensing strategyStrategy

  Background

  The brand pursued category expansion without independently manufacturing eyewear.

  Action taken

  Rag & Bone signed its first eyewear licensing agreement with Safilo, scheduled to begin in 2018.

  Aftermath

  Eyewear became part of the company's licensed accessories offer.

  Source

• 2008

  Creation of dedicated footwear lineProduct launch

  Background

  The company sought to extend its design approach beyond apparel.

  Action taken

  Rag & Bone established a footwear business with assistance from Tull Price.

  Aftermath

  The Newbury boot became a notable offering and footwear became a core product category.

  Source

• 2004

  Launch of men's ready-to-wearProduct launch

  Background

  The newly founded New York label initially concentrated on menswear.

  Action taken

  Rag & Bone introduced its first men's line.

  Aftermath

  The launch established the foundation for the brand's later multi-category business.

  Source

1. 1Rag & Boneen.wikipedia.org
2. 2Rag & Bone official websiterag-bone.com