Tuesday, November 30, 2010
Rah! Dickies has had a series of short films out that extend the Earn Them campaign from Goodby Silverstein for a little while now, and the brand just came out with another (done by Death+Taxes Magazine). This one involves a stuntman and his air ram. Makes you think about the place this category is at. Levi’s gets crap for coming off too hipsterish, and I even knocked Carhartt for appealing to the demo. Okay, I’m lumping jeans in with non-jeans, but at least all of these brands have origins as authentic American worker apparel. That some of them lean towards a younger demo less concerned about the hard work the brands were known for isn’t the end of the world. The blue collar workforce that bought a brand for its 9-5 durability will still buy. Throwing a scarf around a white tee and pair of skinnies won’t change that. No, instead all you pioneers, direct that anger at the generation of apparel brands that said good-bye to the Great American work ethic when they put their own spin on denim, like Clavin Klein, Diesel or Dolce and Gabbana.