David Schwimmer Reunites With His Famous Red Sweater From ‘Friends’ in Nostalgic Quince Campaign

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David Schwimmer is back on the hunt for a red sweater — 25 years after a nearly identical garment revealed one of the biggest plot twists on “Friends.”

The actor stars in a new holiday campaign for Quince, titled “The Red Sweater,” which sees him chasing down the brand’s signature cashmere sweater across New York City, only to discover that seemingly everyone already owns one. The 60-second short marks the retailer’s first major celebrity-led campaign.

The premise is a wink to the beloved Season 8 “Friends” episode “The One With the Red Sweater,” in which Ross Geller (Schwimmer) unwittingly reveals himself as the father of Rachel Green’s baby after claiming ownership of a mysterious red sweater left in her apartment. The episode, which aired in October 2001, was also directed by Schwimmer.

“When Quince came to me with this idea, I thought it was really funny — after all, a red sweater and I go back a long way,” Schwimmer said in a statement. “This time, I’m chasing the sweater, and somehow everyone else has one. Even the dog.”

According to the company, Schwimmer was closely involved in developing the campaign, from its script through the final edit.

The new campaign introduces Coulis Red, a limited new colorway available across a selection of its 100% Mongolian cashmere styles. The collection includes a women’s oversized crewneck sweater for $129.90 and a men’s crewneck for $69.90, both available beginning Nov. 9 on Quince’s website.

“The Red Sweater” premieres Nov. 9 on YouTube and Instagram, with additional edits rolling out across social media. The campaign will run across the U.S., Canada and the U.K., marking Quince’s first international, multichannel brand activation.