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Bonobos Taps Actor Nicholas Braun in a New Campaign Celebrating the Chino That Started It All
A heritage-inspired campaign proves why Bonobos still makes the best chino nearly 20 years later.
NEW YORK, Feb. 10, 2026 /PRNewswire/ — Bonobos, the menswear brand founded on creating the perfect pair of chinos, reveals 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.
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Bonobos Leans Into Its Chino Heritage for Growth, New Ad Campaign
The brand has tapped "Succession" actor Nicholas Braun to appear in the spring spots.
Bonobos is embracing its chino heritage in its new ad campaign.
It was 2007 when Stanford Business School buddies Andy Dunn and Brian Spaly set out to create a better-fitting chino. The pants were a hit and have been key to the company’s success for nearly two decades.
Over the years since, Bonobos has changed hands several times. It started as strictly a direct-to-consumer men’s brand and was sold to Walmart in 2017 for $310 million when the retailer was on its DTC kick to better compete against Amazon. When it retreated from that strategy in 2023, Walmart sold Bonobos to brand management firm WHP Global and Express Inc. for $75 million. Express filed bankruptcy the next year and during that process, WHP acquired 100 percent of the Express intellectual property and formed a new operating company, Phoenix, with Simon Property Group and Brookfield.
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