Is The 'Regis Look' Your Final Answer?

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By Keith Naughton

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Who wants to look like a millionaire game-show host? Apparently, millions of American men. The monotone shirts and shiny ties Regis Philbin wears on "Who Wants to Be a Millionaire" are creating the biggest men's fashion frenzy since Don Johnson slipped a pink T shirt under his white blazer. Forget business casual, guys want the "Regis Look" in shades of mustard and eggplant. "People from all over the country are calling," says Lou Melazzo, manager of Beau Brummel, the Manhattan store that outfits Philbin.

Now Philbin wants to make a million, at least, off the fashion phenom he created. Coming to department stores in time for Father's Day: "Regis brought to you by Van Heusen," a line of shirts and ties that sell for $77.50 a set. Van Heusen expects to sell $50 million in Regis wear in the first year.

But with Regis making monotone mainstream, will the look become a fashion victim? "Do I want to look like Regis?" says Channing Barringer, 28, an exec who fancied brown-on-brown tones. "Definitely not." Not for a million.

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