Wow, People Really Want To Dress Like Jeff Bezos

In the summer of 2018, the fit gods of the New York Times hoisted a beautiful laurel, aromatic and fresh as a spring morning, and placed it on the head of the richest man in the world: Jeff Bezos, it proclaimed, was a “style icon.”

We laughed, we cried—and now, it turns out, he’s having the last—or next—laugh, because...we all want his luxury octopus-printed swim trunks? Follow along.

This summer, Bezos had a more public kind of holiday than we’ve seen in summers past, transitioning from, say, 2018’s dog sledding in the Arctic Circle to celebrate Earth Day to something he might, in his most finsta of finstas, describe as “Hot Jeff Summer.” He hung out on David Geffen’s yacht and Barry Diller’s, docking and dining in Venice, Saint Tropez, and other exotic locales, and walking hand-in-hand with girlfriend Lauren Sanchez in a pair of Prada sandals and purple and blue octopus-print swim trunks by the French luxury swimwear brand Vilebrequin, beloved by rich dads and rich sons alike.

He wore them over and over throughout his vacation, leading some outlets to wonder if he only had one pair of swim trunks—and a ton of people to hunt for the funky printed trunks. The shorts, the fashion search engine Lyst reports, were searched for more than 4,000 times from July to September, aka Peak Bezos Fun Hours. Overall, the brand saw a 105% rise in page views during this period, leading Lyst to rank the pair in question as the ninth hottest men’s product, right above a Vetements embroidered baseball cap but just below a pair of Amiri distressed track-stripe jeans. (Excited for those to get the Bezos Bump, too.)

The swim trunks, which were priced at $280, are now sold out basically everywhere (GO OFF, JEFF!), but a handful of other colorways, including Kumquat and Bleu Marine, are available in XXL only on—you guessed it—Amazon.

“The richest man in the world keeps wearing the same pair of swim trunks,” the New York Post lamented over the summer. And so too, apparently, would plenty of other men, if they had their way.

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