The Count of Uniqlo T-shirt
Role model of Commercial Fandom and Commoditized Rebellion
Uniqlo knows how to sell cloth
On it website, Uniqlo clearly states its UT(Uniqlo T-shirt) series is “A celebration of pop culture of man, women and kids”. Uniqlo(a main stream brand) use elements in pop culture(a sub-culture) to make its customer fell a sense of edging. Uniqlo is smart enough to utilize elements from art, culture, books, music, fashion, film, design, icons to anime. Here comes the Top 3 in my classic cases list:
Brooklyn Machine Works
Brooklyn Machine Works sells hand made bicycle frames and components made in Brooklyn. It latter embraced by the pop-culture to be affiliated with elements like BMX, HIP-HOP, NYC’s Washington Square Park, and the elements of New York City in the early 1980’s.
Merchant & Mills
Merchant & Mills is a small English company, formed in 2010 to elevate making to its proper place in the creative world. It is founded on the principle of uniting craftsmanship, patience and fine ingredients to produce outstanding and desirable goods.
Back To The Future
While posting this blog(21 Oct 2015), I can’t help but want to pay my tribute…Marty McFly, Doc Brown and a time traveling DeLorean started a adventure of a lifetime as they travel to the past, present and future, setting off a time-shattering chain reaction that disrupts the space time continuum.
I saw a brand adopting another brand that is adopting another culture. Take Brooklyn Machine Works for example, it adopted the HIP-HOP culture to sell its bike. Latter, Uniqlo adopted Brooklyn Machine Works to sell its T-shirt. Same strategy is using in Merchant & Mills as well. Merchant & Mills adopted the maker culture to sell its toolkits. Latter, Uniqlo adopted Merchant & Mills to sell its T-shirt. I am imaging one day Uniqlo might start selling ITP T-shirt when we make ITP a symbol of XXX culture….