Wednesday, May 14, 2008

Salon on "Faded Glory"

Andrew Leonard comments on Mallwart's line of jeans and shoes: "Faded Glory"

But changing circumstances have a way of twisting the irony knife. There's always been some bitterness to be mined in the marketing paradox that clothing designed to trade off of images of Americana is overwhelmingly manufactured in places like Bangladesh and China. But that's old-school irony. I don't know what the original brand name was supposed to signify -- perhaps that iconic era where faded jeans epitomized the hardworking cowboy, herding cattle from Texas to the Chicago stockyards. But in 2008, when America's global reputation is at possibly its lowest ebb ever, and large swaths of American citizens feel left behind by the global economy and their own elected representatives, Faded Glory clothes -- cheaply made, so shoddy as to be practicably disposable, and yet commodified into the very spirit of how Americans currently live -- well, who says there ain't no truth in advertising?

I think Mallwart is evil. They're not the most evil corporation around, but they certainly rank. Between their exploitation of workers, and their subversion of taxes to subsidize cheap, shoddily made goods; their sexism, their greed and their deliberate destruction of family enterprise... well, there's just nothing good to say about them. "faded Glory" let's hope it's a prescription for the company in general.

No comments: