How Patagonia took over Fort Collins
Performativity
Fort Collins is packed with people of all walks of life.
As our region continually transforms from a town to a city, cultures and styles clash. But the remnant is a cohesive and blended culture and style. For some, but not all, the physical look of a common Fort Collins-dweller tends to lean more lumberjack-esque with a concentration in outdoor and recreational-style clothing.
We’re looking into why this is.
It is not a new idea that Fort Collins is a relatively earth-toned place. It is a mountainous city nestled in the foothills of the Rocky Mountains known for its multitude of outdoor activities. The people of Fort Collins are naturally drawn to the outdoor look because it is what is expected of their culture by society, as well as what they see people around them wearing. This idea is the Theory of Performativity. This theory is that people will mimic those around them because it is what is normal in their own surroundings. This is a non-verbal mechanism the human mind has created in order to feel included and normal within the parameters of society.
Performative Patagonia
Because of performativity, people adapt to the fashion tastes of those around them. This leads to a concentration in clothing brands.
Patagonia is one clothing brand that seems to be particularly susceptible to the Theory of Performativity.
Not only do the people of Fort Collins feel compelled to wear outdoorsy clothes, but they are continuously seeing people wearing the same brand, Patagonia.
By seeing this brand all around town over and over again, this fuels the inner compulsion to be a part of the social movement if you will, and take part with the rest of society. By participating in this brand, that person is associating themselves with the style, as well as the lifestyle associated with it. This creates a culture and city where people are influenced by one another and try to reciprocate how other people look and behave.
One Size Does Not Fit All
It is important not to undermine residents of Fort Collins who do not necessarily sport their Patagonia paraphernalia. People absorb and express social mannerisms in different ways. Being such a big city, with so many different people, it is impossible to generalize an entire city into one sense of style or taste; even with such a strong forces like social cues and performance theory.
This is how other outdoor clothing companies can crack into the realm of popularity by being unique and authentic. By still appealing to the Fort Collins’ outdoor style, these companies find a way to be different than Patagonia and have different products. An example of this phenomenon is Topo Designs, a company that has infiltrated consumers tastes and rivals Patagonia for their outdoor streetwear. They can achieve this by satisfying a specific niche in the consumer’s demands. They set themselves apart because almost all of their products are made in the United States. This drive by the company may speak to some consumers in a different way than the way Patagonia does. This is because in today’s day and age, even though society plays a key role in how we behave and shape ourselves, people still value authenticity.
In the end, a person has the right to express themselves through the clothing that they like. Ultimately, one could wear both Topo and Patagonia because at the end of the day, as brands they are achieving the same purpose, making clothes that appeal to outdoorsy people.
Disclaimer
This article is simply a compilation of scenarios and personal experiences I have faced in my own life that I feel like other people can vibe with. It is not my intention to generalize or assume people’s personal tastes and preferences in the city of Fort Collins.