Public Rec was born in Chicago with a mission to design pants for every activity in a man’s day—from moving around the office, to grilling at the BBQ, to playing catch with the kids. But in order to give the brand a bigger stage, we needed to push the story beyond just function.

In a time when men are spending more of their lives alone—recent surveys show that one in four young men aged 15 to 34 report feeling lonely frequently—we saw an opportunity for Public Rec to stand for something bigger. We reframed the brand around community, making versatility not just about comfort, but about enabling the everyday moments that bring people together.

We brought that idea to life through Chicago’s culture of recreation. From Wrigley signage to the city’s public parks, we drew from the places where connection naturally happens. That spirit shaped an identity that’s approachable, versatile, and rooted in Chicago’s everyday life—taking Public Rec from local favorite to national presence.