Bonobos has launched “Cooler in Linen,” a new campaign starring entrepreneur, bestselling author and reality TV personality Carl Radke alongside castmate, entrepreneur and longtime Bonobos model, Ben Waddell. Set against the backdrop of a New York summer, the campaign spotlights Bonobos’ Summer 2026 linen collection through the lens of effortless warm-weather style.
Crafted to highlight the brand’s modern approach to summer dressing, the campaign features Radke and Waddell on a hot summer day at Radke’s nonalcoholic bar and café, Soft Bar. Designed for life on the go, Bonobos’ linen delivers lightweight comfort, versatility and polish that can take you from day to night. With an energetic yet refined point of view, the campaign captures the ease of dressing for real summer moments.
“For my summer style, I look for pieces that are easy, fun, and make me feel good,” said Radke. “Bonobos’ linen collection offers so many options that do exactly that. They’re lightweight and versatile for whatever the day turns into.”
At the center of the campaign is Bonobos’ linen offering, featuring breathable, easy-to-wear pieces designed to move seamlessly from day to night all summer long.
“Having worked with Bonobos over the years, I’ve always liked how the brand makes me feel put together without trying too hard,” said Waddell. “This collection really captures that easy summer mindset.”
Throughout the campaign, Radke and Waddell are featured in a range of styles that reflect the collection’s relaxed sophistication, including the new Coastal Linen Blazer and Pants, Jetsetter Linen Suit, Hudson Linen Cotton Sweater Polo, Montauk Blazer and new colorways of the brand’s beloved Everyday Linen Shirt.
“Our goal was to make summer dressing feel effortless,” said Jesse Alpern, vice president of design at Bonobos. “By focusing on the right fabrics, silhouettes and finishing details, we created a linen assortment that feels elevated, seasonal and distinctly Bonobos.”
