People have said he looks like a startup founder…

Jerry Seinfeld is the face of US streetwear brand Kith’s new autumn 2022 campaign, which features the 68-year-old comedian lounging around somewhat awkwardly in snaps taken by American photographer Mark Seliger. The campaign sees Seinfeld dressed to the nines in hoodies, sweatpants, crewnecks and more – all with a high concentration of paisley and florals – as well as some merch from the New York Mets and Queens College thrown in for good measure.

Jerry Seinfeld for Kith Fall 2022 pic.twitter.com/NGmvFj4Wmg

— Ronnie Fieg (@RonnieFieg) September 6, 2022

The combination of Seinfeld and all that paisley was surely destined to raise eyebrows, with meme page Nolita Dirtbag writing that the the shoot “looks like jerry is being held hostage at colonial williamsburg”. Others commented that Seinfeld looked reminiscent of a startup founder.

the jerry seinfeld photoshoot is so goofy. i keep looking at the stupid pictures of him and giggling. who let this happen

— portland’s foremost quiet quitter (@_deussivenatura) September 7, 2022

Some of the campaign was developed in collaboration with Russell Athletic for The City University of New York (CUNY), Queens College and Brooklyn College, which possibly explains why Seinfeld was chosen, seeing as he graduated Queens College in 1976. Earlier this year the brand recruited Steve Buscemi for their spring campaign and previously they’ve worked with Seth Rogan and Chrissy Teigen, among others.

why Jerry Seinfeld look like a web3 startup founder who pays Forbes for features then puts “as seen in Forbes” on the company website pic.twitter.com/vTv1gErrwx

— litquidity (@litcapital) September 6, 2022