Fads have come and gone. Some fads everyone noticed, where others were experienced only by certain age groups, socioeconomic classes, or otherwise experienced by certain segments of the population. Following a some I remember from my life.
Is it pronounced "stew-sea" or "stuh-sea"? In six grade, we used the former when speaking the brand's name. Stüssy is a clothing line that has been around since the late 80's. Back in 1991, when I was in sixth grade, the last thing on my mind was fashion. What was on my mind? Well, probably rollerblading, video games, and Legos, but definitely not fashion, girls, or my self image. Anyway, the Stüssy brand hit us like a Mack truck. First, a couple influential sixth grades started wearing the brand. The next thing I knew, it was imperative I owned an entire wardrobe consisting of Stüssy shirts. It was the logo that was important. It started off in November with one red Stüssy shirt. Shortly thereafter, I managed to strong arm my mom into purchasing me another. My social status started to climb. However, after Christmas break, everyone came back to school wearing Stüssy shirts. Now the dorky, awkwardly tall girl was wearing Stüssy, and so were her dorky friends. Stüssy was no longer cool. I didn't wear any of my Stüssy gear after I left sixth grade.
You may not have heard of Stüssy until reading this post. However, one brand I bet you have heard of is Von Dutch. Von Dutch Originals, LLC, formally became a corporation in 1999. The founder, Kenny "Von Dutch" Howard, started to establish himself as an icon during the 1950's. He was an influential car customizer and gave much to the hot rod movement as a painter, pin striper, and letterer. In sum, Kenny Howard was a pretty cool guy. He died in 1992, and after that, the Von Dutch name was sold off.
Time passed, the company started selling clothing and accessories, and in 2002, the Von Dutch trucker hat hit the scene. As I recall, rocker Tommy Lee was one of the first celebrities to wear the Von Dutch hat. Fred Durst, Limp Bizkit's front man, was also an early wearer of the brand. Suddenly the Von Dutch brand was associated with famous tough guys. Justin Timberlake, in desperate need of tough-guy-ness, is seen wearing the hat. Then Britney Spears makes her way on the bandwagon, sporting various brand gear. Shortly after the hat was widely adopted by stars of all stripes, the hats started to be seen at parties I attended. They were mostly worn by the bimbo girls that frequented our kickbacks. Then, after a few years, the hat and other brand items are nowhere to be found.
Needless to say, the brand's adoption by every star in Hollywood severely diluted the brand's image. Kenny "Von Dutch" Howard built race cars, machined firearms, and represented a bad boy image, all the way until he died an alcohol-related death in the early 90's. Tommy Lee and Fred Durst were exactly the type of celebrities Von Dutch wanted to see wearing their gear. They were bad boys in their own rights. However, once cast members from the "Friends" television started to wear the trucker hat, well... I am sure you get the point.
What is the latest fad? Silly bandz! No, not those lame "awareness" bracelets (think yellow Lance Armstrong bracelets) that some people still wear, that is, those goofy bracelets that are conspicuously
consumedworn in order to alert the universe that the wearer supposedly possesses a shred of compassion. I'm talking about those multi-colored bracelets young kids wear. At least they wear them in Indiana, so this may be a local fad. The bracelets come in different shapes and are formed to look like animals, musical instruments, sports equipment, and other kid-friendly objects. When I was a kid, the fad was slap bracelets. Unfortunately my mom would never let me have a slap bracelet; they were made out of metal, and one doltish kid managed to hurt himself by misusing the product, effectively ruining the possibility of an ownership experience for the rest of us. By the time the bracelets were made using plastic, they were no longer cool.
Nowadays I avoid fads and trends and insist on taking the moral high ground of rejecting overt marketing messages (you must trick me subliminally to earn my dollar!). I laugh at my bandwagon friends who all seem to wear the same style of clothes and participate in the same trendy activities, despite most of them reaching the ripe old age of 30. In turn, they mock me for wearing plaid shirts and for refusing to own an iPhone. Fair enough, I suppose.
What trends do you remember from your childhood? Are there any fads that were isolated to certain market segments that society at large missed out on?
Sources
Stüssy website -
http://www.stussy.com/
Hot Item or Old Hat? -
http://www.thenoiseboard.com/lofiversion/index.php?t8395.html
Kenny Howard -
http://en.wikipedia.org/wiki/Kenny_Howard
Silly Bandz -
http://en.wikipedia.org/wiki/Silly_Bandz
Slap Bracelets -
http://en.wikipedia.org/wiki/Slap_bracelet