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EXCITING NEW COLLABORATION
Surf label and surf magazine combine brain power and come up with ... a pair of pants
Category: General
Posted by: tim
This is the funniest thing I have seen in a while, but it is also highly embarrassing, because it involves me admitting that I have visited the website of an obscure young men's fashion and lifestyle magazine, which as far as I can tell is aimed at fashion forward, aerial surfing specialists with aspergers - a niche within a niche within a niche, if ever I saw one. Well, the good men at this fine media organisation, let's call it Toss, so as not to incriminate the guilty, have recently been promoting their collaboration with a surf company who shall be known as Crusty (and really, those two brands go together hand in, er, hand, don't you think?). What have they come up with? A new movie? A bold surf adventure to far off lands? An exciting new surf contest format? No, rather, it's a pair of pants. Can't you just see them all - keen magazine journalists, editors, publishers and surf company designers and marketing people poring over the cloth, the plans, the singer sewing machine. Then excitedly trying them on, parading around in front of each other and asking, does my arse look big in this? Well, yes, as a matter of a fact it does, because this is not just any pair of pants, mind. To this admittedly middled-aged fashion dyslexic they look for all the world like Jodhpurs! I am spewing, frankly. I saw this coming. I knew Jodhpurs were coming back in. There was really nowhere else for pants to go. It is not often I am on the fashion pulse and I am deadset kicking myself that I was not first with the news, that I did not give sufficient priority in the discharge of my professional duties to shout it from the roof tops. The Jodhpurs are coming! We've had bell bottoms, or flares ... when? It only seems like yesterday. We've had the oversized skaters' jeans hanging half way down your arse. We've had stove pipes and skinny jeans. We've head stressed and pre-faded denim. What other adjustment of the contours of a gentleman's trousers could be made to coerce insecure and vain young men to go and shell out good money for new clothes without ending up at the Jodhpur? It was so obvious, but the really brilliant fashion breakthroughs so often are, I find in my close and thorough study of the never-ending fashion cycle. They have watered down the classic Jodhpur a little so I think there is still room for someone to take this way out on the edge and do a true Jodhpur of integrity. But do not delay. The fashion clock is ticking. Throw out your skinny jeans and hail the arrival of the Jodhpur.
