170 bow ties and zero knots: Fashion branding lessons from Glenn ‘Hurricane’ Schwartz

Putting the focus on fashion with the Philadelphia television legend

I recently sat down with a Philadelphia television legend—and a longtime friend—meteorologist Glenn “Hurricane” Schwartz. We covered a wide range of topics, from his post-TV mission to spread awareness of the science behind the climate crisis to his surprising second act as a TikTok star.

While I plan to focus a future post entirely on Glenn's thoughts on our changing climate and the role AI plays in predicting the weather, I want to start with the one thing every NBC10 viewer associated with him for decades: the bow ties.

You might be surprised with what follows.

The birth of the bow tie brand

How did the idea of "Trust the Bow Tie" actually come to fruition? While working in New York earlier in his career, Glenn was known simply as the weatherman with a beard who had earned the nickname "Hurricane." That changed when he got a call from Steve Doerr, a colleague from his days in Raleigh, North Carolina, Glenn explains on his website. Doerr was about to become the news director at Channel 10 in Philadelphia and wanted to bring Glenn back to his hometown with a very specific vision.

Glenn would be known as "Hurricane," and he would wear a bow tie. But why the accessory?

"You're a scientist. What's wrong with looking like a scientist?" Doerr told him.

"It made total sense," Glenn recalls. "But he wanted to go to the extreme-white shirts, pocket protector, etc., like a professional NERD. I decided that I would make my own fashion statement by wearing (bow ties) with contemporary, mainly abstract-looking ties with dress shirts that picked up one of the colors in the tie."

Essentially, he used a "distraction"—a flashy, old-fashioned accessory—to ensure viewers focused on what really mattered: the science of the weather.

170 bow ties and counting

I had to ask the questions every Philadelphian has wondered: How many bow ties does he own? Does he have a favorite? And does he actually know how to tie one?

Watch 'Hurricane' talk about the birth of his bow tie fashion.

"First of all, I had a lot of ties before I went to bow ties," Glenn said. "It was pretty much the only thing men could use as a fashion statement. My father was an architect, so I have an interest in modern art and design. Over time, I accumulated… I think it was about 170."

He continues to use them as a tool for engagement in his new medium: "When I do my TikTok videos, I do a different bow tie for every video. I still haven't gotten anywhere close to 170."

His collection ranges from the American flag and Philadelphia sports teams to a special "climate warming" tie—featuring the colors of rising global temperatures—which he wore during our "No Distractions" chat.

The great fashion reveal

Despite being the most famous bow tie wearer in the Philadelphia region, Glenn shared a secret that might shock his longtime viewers: 

"I don't even know how to tie one," Glenn admitted, as he playfully whipped off the clip-on.

Glenn, you might not be Bill Nye (who famously provides tutorials on the perfect knot), but to Philadelphia, you are every bit the icon "The Science Guy" is. You proved that sometimes, the right "distraction" is exactly what you need to make the truth stand out.