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The Rothmans Man's long run
posted: January 16, 2008
Back in late 1996 the masculine tone of my work was thought to be fun and appropriate by art director Andrew Dalsass. He wanted to create a theme for a local Manhattan clothing store targeted at the male white-collar work force of New York. I was sent fabric samples and told verbally the direction and theme. The upper negative space of this image was often for type, which spelled out the Rothman’s Man’s many abilities as well as his fondness for power tools, and other adventures. The campaign has been well received and continues today. The image is a hybrid of socialist propaganda and comic book. The owner of the store, Ken Giddon, has become much more of an influence on the more recent images in the series. What follows are a few of the illustrations that span the last eleven to twelve years. Pant widths, and chunky soles have changed, but the idea of the branding has been maintained. Ken Giddon has been a loyal client.
The very first one...
Bus press...
Pushing away from the gate...
Gardening...
Renewable energy...
Tinkering in the garage...
Coffee break...
Biking to work...
Helping out on Park Avenue...
Detailing the Ducati...
Driving a bucket...
Office guitar hero...
12 comments
Richard Borge January 16, 2008
love them, fun series doug
David Flaherty January 17, 2008
Are they still at Union Square? Great to have such a client Doug and for so long.
Leo Espinosa January 17, 2008
I think that's where I first saw your work: Walking down with my coffee by Union square. I remember because hot java went up my nose when I saw your illustrations in the window. They had them printed huge at the back of the display. Really strong stuff (not the coffee, your work).
Scott Bakal January 17, 2008
Hi Doug! I am a little late welcoming you here to Drawger but...welcome! I've seen most of these and they are fantastic and fun. Talk about testosterone! If I could only hold up an engine block with my left hand and floss with my right...I'd wear a cape! Thanks for the background on this project and it really is amazing (and rare) to have such a long standing client. Very cool.
Tim O\'Brien January 17, 2008
I've seen these for years. A great gig that is consistent and solid.
Zina Saunders January 17, 2008
I've lived two short blocks from the store on Union Square for 17 years, so it's great to see this post!
Cathleen Toelke January 17, 2008
I think I've only seen a couple of these, and it's a treat to see them all here as a series. I especially love the humor of energy man, the bike rider and guitar hero. Wonderful progression. I'll guess that the gardening hero also brought women into the store!
Doug Fraser January 17, 2008
Good morning, thanks for taking a look. Yes, Rothmans is still at Union Square, and a new store up in Scarsdale. I don't know if the ladies found the gardening image a plus, but it couldn't hurt.
Paul Rogers January 17, 2008
Doug, Great to see these all together and in color. I always saw them in black and white when they appeared in the New York Times, and they also looked great then. Pant widths and chunky soles have changed?
Robert Saunders January 17, 2008
Great images, which I've been seeing since they first came out. How you get a pleasing aspect to this guy despite the distortion and foreshortening is amazing to me. If that's a Shelby Cobra the Rothman's Man is tinkering with, Rothman's is my store!
Christoph Hitz January 19, 2008
Doug, How unusual for a fashion client to stick with the same illustrator. A 10 years long run speaks volumes about your style. Love the "Bus press"
David M. Lile June 6, 2010
I've been searching for years for the name of this artist. The illustrations are powerful and moving. I remember standing on a subway platform and missing my train because I was fascinated by one of Doug Fraser's illustration for beer - I would love to have a copy of it. Extraordinary work
All images copyright Douglas Fraser