New fear unlocked.
Pre-summer dressing.
I shopped Uniqlo for the plot, so we can go through this together.
I’ve made this video where I compare Uniqlo and The Row and it really just started as a joke, but what it lead to is a serious conversation of what real craft and innovation is and what just successful storytelling.
When it’s your job to read about storytelling, talk with people about their ideas and understand the purpose of their creations, you often can’t help but be infected by the idea that even the most banal thoughtfulness has about it. You believe it. It’s what’s differentiating and eventually selling the product.
The problem that is occurring now is just, you can’t really tell what’s a real story anymore. Heritage can be bought into, manual craft can be outsourced for low labour costs and every editorial seems to have the same artistic approach with natural light increased in green and blue saturation, grains, slightly blurry faces, movements and clothes that look great when someone looks like they’re about to jump. It needs to look everything, but fashion.
But among all this solecism, it also just about dressing here, so while I was running around, I tried on a lot of things.
One of my biggest fears in life is summer dressing.
I’ve found a good way with layering a lot of basics on top of each other, this helps me to not get too far out of my comfort zone and still bring the excitement that I always crave for.
I tried on a triple scenario, consisting of a Men’s Uniqlo U tee and 2 women’s tank tops in oversize sizes.
I think we can proudly say, nothing has changed in fashion since last summer. For me it’s still about how can I wear only cottons in a preferably loose shape around my top body and still have some interesting appeal, which is not a funny logo tee that say’s “I’m so fucking dramatic lowkey”.
It’s funny and cute, yes, but for how long? I am sorry, but we need proper clothes. I enjoy this triple on top and did something I never do, I bought all 3 of them, because (!!) I can wear them in so many multiple ways. Alone, together, wrapped around my waist, my neck, it’s so many possibilities! And yes, obviously the The Row t-shirt was fine too, but I don’t think we ever need to discuss a 600€ T-shirt. It’s cotton baby.
And since it’s never warm warm here during summer, for me at least, I tried on some of their coats as well. This is the black men’s coat and oh how perfectly it fits. Check the details if you can, it’s very well made for what you get. And I look like Snape in it, so everything is falling into place.
I will stay fair with my investigation and not deny the positive effect The Row had on me. It felt great, really, and I understand its appeal, for once exclusivity is at least looking good.
But thats exactly what we should use these brands for, as inspiration, if needed. I tried on this fisherman like jacket, that had a crinkled cotton gabardine jacket and yes, it was special.
But I really do not need it, it just reminded me of the dark blue one I was wearing exactly 15 years ago for school, it had a high collar and an elastic band on the waist, that was during the good H&M days. I went back to Uniqlo the next day, for a more relaxed walkthrough. YES, my job doesn’t allow me to just stroll for fun every time, I really need to take time off for this, crazy no?
So, some people with shake heads now, others be nodding supportively, there is one jacket at Uniqlo that kind of looks similar. Or let’s stay truthful, it has the same vibe. A fisherman kind of thing, I don’t know what they’re called, but they usually consist of multiple pockets and a drawstring somewhere between waist and hips. And some loud-ish fabric, something people around you will hear when you confidently go out to your local supermarket to buy that other Coke Zero.
I got the Uniqlo one, yes I feel great with it, yes it ticks all my boxes. Comfortable, sporty and the perfect opponent to my usual daily classic looks. I got the black one as well, because all my other daily coats are actually not daily coats and too precious. You know when you’re scared you’re grocery bags over your shoulder might cinch your coats shoulder just a bit too much and it might leave a mark? That’s exactly what I don’t want to have anymore. That’s why I have 2 Uniqlo summer coats now.
It’s up to you what you prefer. I would never judge anyone that says, I care so much about quality, I have to get what is the hardest to get and the rarest, but it’s not my intention in purchasing new things. If a brand manages to make me successfully believe their story though, I am here for it.
I have a great easy breezy summer wardrobe now, which I can turn into something more exciting, if I want to when I add some winter accessories like wool cardigans or funny skirts to it. I’m good.
And I hope you are now too.
some alternatives
