Chefs are a persnickety bunch. Anyone who agonizes over the position of a sprig of parsley on a plate wouldn’t be caught wearing just anything. Or so you’d think. But the rest of the industry always presented chef apparel in a very utilitarian manner. Why not treat it like fashion instead? We recruited some of the world’s top chefs as models and hired a fashion photographer to make our case. Sales went from $0 to $18 million in the first 12 months. Bon appetit!