Perspective

Regarding Over-branding

Hey Gents,

This’ll be a short one: just my thoughts on some problems we can encounter regarding branding.

You can walk through a high school hallway and immediately recognize the kids that can afford nice clothes and make it a point to shop whatever brands are “in” that season. The phenomena of seeing how many types of birds, moose, and other animals you can cram onto your chest is one I’ve always found pretty fascinating. I suppose it’s a pretty regular occurrence for high school kids seeking to build an identity. The problem I’m talking about actually begins when that type of wear bleeds into your post-juvenile life.

For Hollister/A&F logos emblazoned all over your body? You sure are.

I see college-aged kids and real adults out in public acting as walking advertisements for the brands they mistakenly think they never grew out of after high school. And even within those brands, there are probably some clothes they can choose to wear that mitigates the overtly blatant peacock-ism, but they remain blissfully ignorant to the fact that they look like absolute milk-drinking cozy boys. Don’t be a walking billboard.

Destiny’s Child got paid to wear a gaudy getup like this. Remember, you aren’t.

Brands serve several purposes, including the following:

-Consistent assurance of quality for products (Barbour will last forever, whereas H&M might last a few wears)

-Core competencies for specific pieces (I shop at Lucky Brand for their awesome jeans, but not their overpriced garbage T-shirts)

-Personally identifying with and projecting an image in line with the associated brand-lifestyle (Meat brained mouth-breathers wear Tapout shirts to self-affirm their macho-ness, as well as notify everyone in the vicinity that they can and will beat anyone in a fight, right?)

An example of a rad, brand-discrete ‘fit

Don’t get me wrong: I’m not bashing anyone’s brands– just mind the manner in how selectively you wear them outwardly. Also, I’m not saying brand whoring and loyalty aren’t a thing for me. I absolutely swear by J.Crew, Uniqlo, and Clarks and will wear them into the ground. But there is a balancing act between “Wearing a Ralph Lauren polo because they make decent-value tops” and “Wearing a Ralph Lauren baseball cap, T-shirt, jacket, pants, and sneakers all at once because ‘it’s so me.'”

Your Style Consultant,

Jack

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