When hipsters and so called "rule breakers" create their own (clothing) brand + company.

Do they think the invented the concept of 'business' or are they just absurdly arrogant and pretentious? I think all three. 

So I'm "into" fashion. Ever since I upgraded my jeans - since the ones I replaced I had no interest in wearing anymore and I wanted to update the material used and the fit; in other words, to purchase a modern looking pair of jeans - I slowly eased my way into becoming a more discerning consumer when it comes to buying articles of clothing. I pay attention to fit and drape. I pay attention to what the article of clothing is made out of.

I also noticed the attitude that came with this niche interest (at least for men). If the clothing line that's made in the USA and has a site, I tend to visit it for a peek. That peeking then becomes perusing through almost every tab. I educate myself about what the company "is all about."

Take the clothing company Everlane.  It believes in being transparent so that the customers know why the price of their article of clothing is priced the way it is. I think that's quite a good business philosophy. Jump over to their "Jobs" section, though. 

Here's what bugs me:

Always Ask Why

We constantly challenge the status quo. Nothing is worse than complacency, and as a brand our culture is to dissect every single decision we make at every level of the company.
We know our customers are also rule breakers and questioners, so we hope this philosophy is palpable in the products and choices we make. And by all means, challenge us too.

Okay, what status quo? In the business world in general? In the fashion world? There are many status quos (I bet there are status quos within Everlane ... ). As for complacency -- well, they sure seem smug about themselves in general. Keep reading so find out why I think this way about them.

Rule breakers? Questioners? That's like proclaiming you're a "free thinker" or some rebel without a cause (but with a cause). 

And this is my 'favorite':

They say you should start a business that you wish already existed, so we quit our day jobs.

Now this isn't so much advocating for entrepreneurship as it's quietly jabbing so called "day jobs"  and all the (many, many, many ... ) people who work (and are fine with working) "day jobs." You could even say those who work at Everland, the non-owners are working their own "day jobs." Unless they work at night in order to avoid such a label. This I doubt.

Then there's this:

 Dear rule breakers, questioners, straight-A students who skipped class: We want you.

 "Too cool for school" type of brilliance. Gotcha. What's next, "Dear swimmers who breath under water without choking. We want you."? So no "goodie two-shoes" need apply - you just don't fit the image and the atmosphere. No people who respect the rules, even those who may question them from time to time, yet, for the most part, understand why they're there in the first place.  

Enter PacSun. I was in one of their outlet stores getting some of colorful/fun socks and I noticed a banner hanging. It was a nice banner. Simple in design. It also had this written on it:

Is PacSun, and those in the fashion industry in California, claiming that this mindset is strictly their own, and that only in Ca. that such an ideal reality exists? I know it's for marketing, to get the young adults or whoever to buy their stuff and to buy into such an mindset. It's similar to the Empire State of Mind (see: Jay-Z and Alicia Key's song to learn all about it, or just talk to any transplant to the island of Manhattan or some trendy Brooklyn neighborhood). I haven't come across any clothing company located in the Midwest or South that holds this type of obnoxious mindset.

Now let me break this "Golden State of Mind" down a bit.

First, diversity. I have a feeling they mean ethnic diversity (maybe whoever was in charge of this banner just threw in the word 'diversity' simply because it sounds good and fits the narrative); but here's the thing: all the major metros and cities of Ca. are majorly segregated into ethnic enclaves. The east side of LA isn't the west side, for sure. Bloods and Crips still exist in LA and the last time I heard they weren't recruiting white or Latino kids. Most of the uber wealthy actors live in affluent neighborhoods away from the middle class suburbs, which (these affluent neighborhoods) are gated communities. I know there's a big population of Asians, but, at least in San Francisco, most the middle class Asians tend to live near each other. I mean, Daley City is approximately 50% Asian. And that's a stone throw away from the city of San Francisco.

Second, creativity. Okay, there's the Bay Area where tech is dominant; LA where entertainment (mainly movies) is the "theme." Add in the surf & skate clothing culture as well. There's Napa Valley in the NoCal which ads to the agricultural power to the state. I'm not sure if you count that as creativity, though. There's more weight in the creativity aspect of this #gsom.

Third, optimism. If you mean #YOLO and stupidly naive, then yes, there is plenty of that in LA and San Fran.

Fourth, do whatever you want wherever. That's a bit ironic because most of the time those that buy into this type of mentality - this whole "Golden State of Mind" - if they aren't already living in LA, NYC or SF they want in on those cities. So this 'anywhere' is mainly (self) restricted to said cities (I've touched upon this city 'thing' on a past post). 

Though not a clothing, a rum brand: Sailor Jerry. Oh Dear L_rd make it stop. Maaakkke iiittt stttoooppp! (Not the making of the rum, but the marketing.) I wasn't even aware of this marketing mentality until a couple of weeks ago.

Right away the narcissism is pouring out of the page, literally. What do you mean? Here:

People who are true to themselves may have scars, enemies and unpaid bills but they don't have regrets.

The people we respect and admire have one thing in common. At some point in their lives, they turned away from the crowd and followed their own path. They ignore what's considered normal and instead live in pursuit of what makes them feel most alive.

Here's to life outside the lines.

First paragraph is undeniable vacuous and screams "asshole." It's practically romanticizing and advocating for this narcissistic and arrogant "Fuck You" mentality. This type of attitude only survives in certain subcultures such as the tattoo world and movie world, and other worlds that commonly intersect with said subcultures. I don't think anyone who has unpaid bills would be all "I have no regrets in life and my life is MY life! Take me or leave me!" They'd probably be trying to pay that bill before it gets any bigger. If they had "enemies" they probably did something rude enough to make them into an asshole. I know by "scars" they  mean it metaphorically; that is "I've been hurt personally but now I'm better, and I'm the winner" sort of way. Hate to break it to ya, Sailor Jerry, I think almost anyone can claim this in one way or another. 

Second paragraph is hugely ironic. Now, there are personal portraits (vids/interviews no longer than one minute) of various people:

Mikey B's is bar owner and his vid description says: "He's a crusader who ditched the white collar bull to start his own bar where the only music you'll hear comes from his personal collection. A born prankster, he lives life on his own terms. "If I dream it up, I have to prove that I can do it. The biggest motivator is when someone tells me no."'

Jenny Parry's vid description notes "is a model and actress, embodies the free-spirited lifestyle we champion .... she also has the phrase "Keep Me Wild" inked on her forefinger."

Imogen is a silversmith living in LA. She owns her own jewelry shop. Probably the least obnoxious story amongst those taped.

Last, Daniel Mar. Mar is, like Mikey B., a bar owner, and fixes cars in his spare time.

Two bartenders with tattoos. A model & actress. A (female) silversmith and jewelry maker. In a way, "their own bosses." No 'white collar BS' as Mikey B.'s description confidently claims.

Now, if you put them all in a dusty saloon drinking Sailor Jerry they probably wouldn't stand out since they most likely have similar outlooks on life and in politics. They even dress alike as well. If you think Yuppies were victims of conformity then this group, well, excluding Imogen, would be the at the other end of the plague of conformity.  I remember in my sociology theory class (Ahem! Everlane, I went to class), a couple of the students and the professor were talking about non-conformity, and that being a 'non-conformist' one tends to enter a subculture that has its own status quos and "party line" thinking. I guess the marketing department of Sailor Jerry either did not have this discussion or maybe it did not personally dawn on them.

"Here's to life outside the lines." Most of the of people "outside the lines" either don't have health insurance and want it, so they seek out jobs that give them such access. The last time I heard any reference to "life outside the lines" were people living as crack whores, gang members and making means in highly questionable  ways. This slogan wasn't romanticized as well; it was to put seriousness into the issue.

Then there's the "ethos" part.

As soon as you push for people to stay inside the lines, there will always be people bold enough, stubborn enough, brave enough to live outside them.

We support all manner of creative individuals. And that's not restricted to musicians and tattoo artists. The creative life is one where you follow what's inside you rather than what's pushed on you from society, your family, the media and all the other things in the world that try to tell us who we're supposed to be and what we're supposed to do.

In our humble opinion, it's a better, more interesting world when everyone pursues whatever the hell they wish to pursue.

First paragraph: Whoa! We got a badass over here. What I got from the vids was pure youthful naivety and, again, narcissism. Not of them mentioned helping the poor by volunteering in a soup kitchen, teaching disadvantage kids about cars or seeking out other "bold, stubborn" souls to learn the trade of bartending. It was "Me. Me and Me. And don't you think I'm totally rebellious?"

Second paragraph (probably the most arrogant of them all): So Sailor Jerry would support even the not so good manners of these so called "creative" individuals? I also love the "that's not restricted to ... " Gotta get in those musicians and tattoo artists (Sailor Jerry, of course).  Supposedly the creative life is following "what's inside you rather ..... " The contempt for society is strong here. The contempt is for those who "live inside the lines", the squares and office drones. The non-creatives. Now, it wasn't actually said, but, if one followed the theme it's strongly implied. They're basically confessing that it's all about emotions -- nothing alluding to responsibility or duty. Nothing remotely adult.

What's weird is that this ethos truly believes that they (the company & the people taped) are going one way, while the world - society, their family, the media - is going another.

The media - entertainment in general - more or less, is on the same page as Sailor Jerry's ethos. It's not just in the Top 40 singles (if you listen to the lyrics), but also in the more sophisticated levels such as indie movies that may appear at prestigious film fests (see: Cannes, Sundance) and fashion houses. The people at Sailor Jerry seem ignorant of this. That's really suprsing to me. The influence of the media, at least recently to my knowledge, has changed society because of the naive buying into this #YOLO and extreme individualism cult. leading the young to reject their own family upbringing (if they see it as "too squared or conservative"). The world, at least the USA, is slowly following this Sailor Jerry ethos. Wouldn't that make the people who are seen as Sailor Jerry types (Mikey B. Jenny Parry) not as "bold, stubborn and brave"? It would make them rather square. They would be conforming to the new status quo of "pursue whatever the hell they wish to pursue." Ironic.

Third paragraph: Humble opinion? After all that was said and what came after? I kindly disagree. It wouldn't make the world interesting (the good type of interesting), but instead it would make it into one depraved, (immensely more) narcissistic world. I mean, look to the group of individuals that were rounded up as Sailor Jerry ambassadors - hardly what I'd call interesting save for Imogen. 

If you haven't noticed, all of these companies had some sort of California connection. It must be that "Golden State of Mind" that makes it all so obnoxious and unbearable.

Every attitude (which are similar to one another) that these brands exhibit all sound mightily juvenile. It just doesn't inspire me to be like them; it just makes me step back and reflect on why I see them as tools.

After all that was said, would I still purchase from Everlane? Yes. How about PacSun? Sure. How about Sailor Jerry? Of course - it's my favorite rum.

"I like your product(s). I do not like your people. They are so unlike your product(s)."