2. Based on the tour of the store, what kind of work environment would you expect to fi nd at Original Penguin? Original Penguin was a 1950s icon—the penguin logo appeared on Munsingwear Penguin knit sport shirts for men, mostly golfers. Eventually, its popularity faded, and Perry Ellis International later acquired the brand. Chris Kolbe was working in merchandising at retailer Urban Outfi tters when he conceived the idea of rejuvenating the penguin—but with a new twist and for a new market. Starting with a few new shirts, which sold out almost immediately, the “new” Original Penguin began to grow.

Watch the video to see how Kolbe has created a completely new management workplace for a 50-year-old brand.