Old brands, nothing new!

Like many people I subscribe to many and various website and clothing store email lists. This week, I have had three emails arrive from three different store that I subscribe to because they sell good brands that I buy. However each store was making a lot of noise about the new seasons ranges from two old school brands, Ralph Lauren and Lyle & Scot.

Now I know these are sometimes available in golf stores and both have some credible heritage in golf, but nothing is different from what they did 30 years ago. Its the same old, same old!

More and more of these old brands are relaunching as we have heard recently of Jack Nicklaus Heritage and Slazenger Heritage Collection being brought back to the market. Heritage is great and should be fully recognized and I agree they deserve their place in history, but after the initial launch of the old stuff nothing changes as they just continue to regurgitate the same old v-neck jumpers and plain bland polo shirts with their ancient logo saying "back in the day we were cool". One store announced the delivery of the spring RL product as follows, "We have received our very first, eagerly anticipated, long over due delivery from the absolute king of the preppy look, Mr Ralph Lauren"...these guy's need to get out more. Why they have been waiting, 'eagerly anticipating' RL is a mystery as surely they know that they are going to get...the same stuff as last season - only different colours!?

Just look at the pictures at the top of the page and tell me, were they taken in the last 12 months or are they from 25 years ago? Also when you look at these garments, think of them without the little RL or L&S logos and what do you see? Yes a piece of clothing from a multitude of brands or stores! They may have been cool back in the day but the world has moved on. I'm not saying they are not worthy but these types of brands don't bring anything new. L&S last season introduced a 'Harrington' jacket which is probably older than their eagle.

Would it be impossible for these old brands to look forward and try being a little bit adventurous, let the designers bring in new shapes, new fabrics and maybe mix some bold colours into their polo shirts. What about printing logos on the back or adding different stitch details? What about some very technical fabrics for modern contemporary jackets rather than harrington jackets from the last century. Try something new, let the designers find the new brand within the heritage but don't just continue to turn out the same old, same old stuff.

There are good things coming out of Hugo Boss (although jumpers that are coated to be shower proof??), JL, Abacus and the creative Bunker Mentality. So, its not as if they are not being shown a way forward on the creative front but will they make an attempt to move into the 21st Century...let's wait and see.

Jamie Cross & Andy Carroll

PUTTFashion is a FACE in the CROWD production