![]() Yet it also has the ability to be acted on a wider, social level. Indeed, nostalgia is a subjective, personal feeling. For example, we might hold a fondness for a particular T-shirt and what it represents to us. Nostalgia, according to sociologist Fred Davis, is closely linked to changes in identity as we hope to hold onto our past selves even as we grow and change. The brand’s website explains that founder Paige Mycoskie had a passion for the fashion and music of the 1970s and, through the brand, “tailored the act of buying a hoodie into a nostalgic experience”. Looking in the rearview mirror is also key to the Aviator Nation story. And, if he can’t reclaim it, he set out to do the next best thing: recreate it to the best of his ability. To return to Natenshon’s story, he is clearly trying to reclaim an item he lost. ![]() Think: the effortlessly cool Gap of the 1990s or the sexually charged teen life of Abercrombie & Fitch. Some customers might form relationships with a brand or build a community with other consumers, but we largely buy into the sum total of a branding process communication messages as diverse as advertisements, logos, products, packaging and shopping experiences develop particular meanings we recognise and use in everyday life. What brands mean to usįor corporations, brands are a type of asset to be built and financialised, but ordinary people are generally more interested in the meaning a brand creates for them. More specifically, these brand images aim to elicit nostalgia for a simpler time when people were closer to nature, and can be seen as a reaction to the threat posed by climate change and impending environmental catastrophe. ‘Vintage’ fashion brand images aim to elicit nostalgia for a simpler time when people were closer to nature.Īlthough these brands may not yet be as ubiquitous as H&M, Gap or even Uniqlo, their growth and the repetition of these nostalgically chill beach vibes and modern beach imagery suggest a broader cultural moment. ![]() Faherty, a similar clothing brand, leans into social media -inspired beach imagery. There’s also Aviator Nation, “a 1970s-inspired California lifestyle brand” that sells “perfectly distressed hoodies and sweatpants” adorned with various rainbow designs. Today, across the United States, Marine Layer peddles slightly distressed clothing that is soft to the touch with a summer feel. “I wanted to recreate a shirt that would feel like my old favourite from day one, so I wouldn’t have to worry about anyone taking liberties with my closet plus a trash can,” he explains on Marine Layer’s website. Mike Natenshon founded Marine Layer after his girlfriend threw out his favourite shirt. ![]()
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