After many years away, ‘Seinfeld’s‘ George Costanza has made his long-awaited return to the public eye. Well, sort of.
Actor Jason Alexander, 66, has channelled his iconic role as the best friend of Jerry Seinfeld’s fictionalized version of himself for a new New York-inspired crossover collection.
Streetwear brand Kith and the New York Yankees have teamed up to launch a stylish new collection of apparel, accessories, and equipment emblazoned with artwork dedicated to various World Series Championships throughout the Yankees’ highly decorated 123-year history — and suffice it to say that Alexander has nailed his new (and somewhat unlikely) role as a model.
Alexander Looks ‘Fire’ in the Kith Range
For the shoot, which is posted on Kith’s official Instagram account and currently features in the lead images on the company’s official website, Alexander poses for a variety of striking photographs — 14 of which feature in a carousel on the Instagram post.
The post is captioned, “Jason Alexander for Kith & the New York Yankees. The collection will be available this Friday at Kith shops, 11AM EST/CET on Kith.com, CA.Kith.com, EU.Kith.com & the Kith App. The campaign is now live on Kith.com.”
The products he models include baseball jackets, leather jackets, and baseball caps — and, quite frankly, he looks awesome in them all.
The press release for the campaign reads, “Featuring Genuine MLB artwork alongside retro-inspired Cooperstown Collection logo treatments, explore silhouettes from the Kith Classics assortment such as the Coaches Jacket, the Pinehurst Sherpa Jacket, and the Nelson Crewneck.”
Instagram users responded to the shoot in their droves, with the vast majority of comments praising the collection and Alexander’s modelling.
One user wrote, “Ruth, Gehrig, DiMaggio, Mantle…Costanza!?”
A second user quoted George Costanza by saying, “Can’t Stand Ya!!! This is fire 🔥.”
Someone else commented, “Give a raise to your marketing team.”
Another impressed commenter said, “these go INSANELY hard 🔥,” showing the (sort of) return of Costanza is a welcome one.
George Costanza Is an Appropriate Mascot for This Campaign
GettyIt’s been years since Alexander was in character as Costanza. While this shoot doesn’t officially change that, it certainly harkens back to his time on ‘Seinfeld’ and is at least reminiscent of his role on the series, which ran for nine seasons on NBC from July 5, 1989, to May 14, 1998.
Costanza is the perfect model for this campaign, as the character wasn’t only a native New Yorker, he was also a diehard Yankees fan who, at one point in the show, worked for the legendary baseball team as the Assistant to the Traveling Secretary.
Alexander’s most recent acting roles include appearing in the 2025 movie ‘The Electric State,’ four episodes of the Mexican comedy series ‘Y llegaron de noche’ in 2024, and on stage in productions of ‘Judgment Day’ and ‘Fiddler on the Roof,’ also in 2024.
Based on this evidence, he should probably devote more of his time to modelling!
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