Bonobos revealed “Still the Best Seat in Town,” a new campaign starring actor Nicholas Braun. Set inside a quintessential New York City coffee shop, the campaign draws inspiration from the art of the perfect cappuccino to tell the story of how Bonobos has perfected chino pants. Braun’s signature charm takes center stage as he breaks the fourth wall, “roasting” bad chinos while wearing Bonobos’ Chino 2.0, questioning why men continue to settle for pants that simply don’t fit.
The campaign celebrates the brand’s long-standing leadership in creating the perfect-fitting men’s chino. Alongside its classic, the Original Chino, the brand introduces an updated style crafted from the same signature twill fabric, now featuring a double-pleated, throwback silhouette. Customers can also expect new seasonal colors across all chino styles, as well as a new five-pocket version of the Chino 2.0. In March, the brand will debut the Vintage Twill Chino, offering a wider, ’90s-inspired fit with vintage character and modern comfort.
As workplace style shifts away from performance tech and back towards classic chinos, Still The Best Seat in Town speaks directly to men returning to the office, and those entering the workforce for the first time. Chinos remain a non-negotiable wardrobe staple—timeless enough for work, versatile enough for weekends and polished enough for nights out. Nearly two decades after its founding, Bonobos continues to deliver best-in-class chinos in fit, quality and design with its signature curved waistband and a wide range of fits and sizes designed for real bodies.
“Fit has been at the heart of Bonobos since the beginning, when Andy Dunn set out to create the perfect-fitting chino. Nearly 20 years later, it still defines the brand,” said Greg Scott, CEO of Phoenix Retail, the parent company of Bonobos. “Nicholas Braun is the ‘perfect fit’ for Bonobos, bringing the wry humor and confident style that make the brand feel both aspirational and authentic.”
Nicholas Braun is an actor, writer and producer, best known for his role as “Cousin Greg” in HBO’s critically acclaimed and award-winning drama series “Succession.” In November, Braun made his theater debut in “Gruesome Playground Injuries” and will next appear on Broadway in Simon Rich’s “All Out: Comedy About Ambition.” In film, he will be seen starring in Amazon MGM Studios’ “The Sheep Detectives.”
The campaign will run across digital, social and paid media channels including, and will be supported by a CappuChino storewide event on Feb. 21st, in partnership with Gregorys Coffee. Customers will be invited to visit their local Bonobos store for coffee, chinos and a special promotional offer.
Pieces featured in the “Still The Best Seat in Town” campaign:
- Look 1 (video look): Bonobos Chino 2.0, Jetsetter Knit Blazer, Everyday Oxford Shirt
- Look 2: Bonobos Chino 2.0, Bowery Leather Bomber, Everyday Oxford Shirt
