Fuck if I know - I go everywhere in a hi-vis gilet 'cos there are no pavements here and lots of cunts driving like they’re on their own private rally stage…
Barbours are what townies think Farmings wear, wheras actual Farmings wear cheap fleeces and hi-vis given away as freebs by the corn’n’seed merchants…
£Grand for a coat
Spose it’s no dafter than £10k for a stereo, mind…
Ha, don’t mind them really just not quite what I’m after here. The advice on that sheepskin thing is sound though. I’ll swerve that, it sounds like a faff I don’t want.
Once a brand gets co-opted as a uniform, it takes on a meaning of its own. That’s the semiotics of fashion — clothes and logos turning into language.
Think Dr. Martens in the ’70s. What’s the first picture that springs to mind? Marketing plays a part “brand positioning” and all that but it’s only one slice of the bigger picture in terms of ideological signaling. Add symbolism, status, tribal identity, the human need to belong, and you’ve got something with a lot more teeth.
Uniforms have always sent a message. Armies have been doing it for thousands of years. Subcultures do the same: punks, mods, goths, skinheads, casuals — all have their own code that states who’s in and who’s out.
Stone Island has become a bit like the George’s Cross: an instant signal. Fair or not, they now loudly announce meathead. Burberry had its chav phase in the 2000s — a pattern check turned into a badge of shit kicker overnight. Once a look gets owned by a tribe (Mass adoption), the brand loses control of it’s message.
The same logic applies at the other end of the spectrum. Wearing Patagonia for instance, signals a kind of moral superiority — environmental awareness, social conscience blah blah. Some brands act as shorthand for aspiration, others for rebellion; both satisfy a basic desire to belong and to be recognised.
Uniforms give people identity and status. They say ‘I belong somewhere, I’m aligned with this, I think this way… I am someone’. Once that meaning sticks, it takes more than Persil to wash it off.
I was at Oktoberfest a couple of months ago. Obviously all the Bavarian folk wear tracht: lederhosen for him, dirndl for her.
But there was a definite age-related schism in the ladies wear. The older generation all wore black pumps with the dirndl. Young women all wore shit-kickers: DMs, Timberlands, Red Wings etc. It was like every single one of them had got the same memo