BOOSTED

That London RRL store on Mount Street has got me wanting to spend. The navy dip dyed stuff, deerskin hunting vests, Cordovan shoes which — like many Japanese repro merchants — make use of boxes of deadstock Cat’s Paw heel units, and an awesome N-3 snorkel parka made with Buzz Rickson are all expensive but beautiful. Somehow everything on this blog manages to revert to Polo talk. Last week I heard somebody remark that Polo had gone “commercial.” It was curious to see a complaint like that leveled at a billion dollar business, but we’ve all had that moment in time where a brand feels like our own cosa nostra, oblivious to its history and just how many folks got there before we did. One thing’s for sure – with the Independent and Guardian Facebook apps spitting out old articles and dry snitching on the reader via that loose lipped little column on the right, the British broadsheets only got round to discussing the Lo Life “phenomenon” this summer. Then that UK Lo-Life documentary embarrassed the nation.

Going back almost twenty years, ‘The Face’ was there relatively early, typifying what made the magazine so essential under the Sheryl Garrett administration with the October 1992 (when in doubt, pillage ‘The Face’ archives — please, please, please can somebody make a DVD set of issue scans or a pay-per-view database of that magazine’s halcyon years) feature, ‘Living The Lo Life’ by Steven Daly. It’s a memorable feature for a number of reasons — the gear is fresh rather than tinged with not-as-good-as-it-was nostalgia, the footwear isn’t reissue and it answers and creates a few questions along the way. Young veteran Superia is an interesting focal point — dismissive of Lauren himself, applying a sense of activism to his crusade for fresh rather than reverence for Ralph and annoyed at Harlemite group Zhigge’s Polo gear until it’s revealed that they’ve got a Brooklynite in the crew.

We find out that JanSport is out and that Boostin’ Kev has been discredited too. Beyond that, the photography is excellent — David Perez Shadi (who’s worked with Supreme, BBC and ALIFE as well as being the man behind House of Pain’s ‘Jump Around’ video) took some incredible shots (the bandana is particularly memorable). What was shot but left out the feature? I’m keen to see the out takes.

The list of brands mentioned is interesting, with Tommy, Guess and Nautica joined by Duck Head – presumably only in vogue for a minute, but a curious brand that started life in the late 1800s as O’Bryan Bros workwear, selling union-made Duck Head overalls in the early 1900s, kitting out several country music artists in the 1960s and ending the 1970s with a surplus of 60,000 yards of khaki fabric that was bought by a mill operator, leading to the preppier incarnation of Duck Head that rose in popularity throughout the 1980s and early 1990s with a middle class audience, offering a kind of Polo-lite. They closed a Monroe, Georgia factory in 1996 and shifted manufacture abroad, floundering a little under new ownership and being purchased in 2003, leading to its current position as a merchant of fairly nondescript, low price dadwear. Still, it’s interesting that it once shared racks with Carhartt — another company given some unexpected innercity reappropriation at the same time Polo gear was sneaking past security.

I try to offset nostalgia here, but it seems we can’t avoid 1992’s tractor beam of bold labels and powerful pricetags. It seems to aggravate a few purists that rap’s golden era is a subjective thing — kids losing their mind to ‘Shot Caller’ right now wouldn’t want it any other way, no matter how many times you bang on about ‘Funky Child.’ Consider it a work in progress. But hip-hop attire always seems to hark back to exactly what Superia and his boys were preoccupied with. I’d love to see a publication with ‘The Face’s knack for prescience. Shit, I’d like to see a Friday night show that had segments like this James Lebon filmed piece on Shyheim for ‘Passengers.’

0 thoughts on “BOOSTED

  1. Hi Gary,

    Thanks so much for the mention of Duck Head. Did you know Duck Head is back home in Nashville, TN where the O’Bryan Brothers started it all? It will be interesting to see the new generations’ adaptations of the Duck Head look that was so popular throughout the last century.

    Read more about the classic brand’s relaunch here: http://www2.newsadvance.com/business/2010/apr/20/relaunching_duck_head-ar-202526/

    And be sure to follow Duck Head’s progress at http://facebook.com/DuckHeadApparel
    and http://twitter.com/duckheadapparel

    Love the article. Keep up the good work,
    All of us at Duck Head