What does tie-dye, the National Parks and an election have in common? They have inspired a whole new crop of exciting and coveted cause-oriented merch.
From USPS’ sold-out crop top (never thought I’d type these words) to the vintage-inspired Parks Project hoodies to Jason-Wu-designed-Biden sweaters, the popularity of cause-oriented merch keeps on booming. This is not just in the US either. In the UK, celebrating the lifesaving efforts of the National Health Services (NHS) is now fashionable – its coveted t-shirts and sweaters designed by Jonny Banger are ubiquitous with cool Londoners on Instagram.
The popularity of such statement pieces (which can financially support the causes they espouse) coincides with this year’s massive work-from-home shift, as consumers are more inclined to choose comfortable clothing over business wear anyway.
A recent article on the New York Times declared that “politics are back in fashion” and it focuses more on the US election and the fashion industry unifying to get the vote out. In a time when the fashion industry itself is going through such turmoil and so many brands are going bankrupt and so many Americans have lost their job, it’s refreshing to see that high fashion is having a bit of a ‘meaningful’ makeover.
“This new wave of merch doesn’t feel exclusionary in the way that a designer logo might. When so many are reeling from economic devastation and grappling with health issues, rocking a huge brand name could feel tone-deaf—unless, of course, it’s one that’s literally saving lives, conserving land, or enabling us to, you know, send mail.”
The fashion industry’s goal is to reframe voting and turn voting day into the event of the year.
“ the goal is …for Election Day, and going to the polls to be the shared experience of the year, the way the Met Gala and the Oscars have been in the past. To make it about dress as celebration of democracy, taking an abstract ideal and rendering it easy to access and to put into action”
“Turn up for the turn out!” Ms. Erwiah said. “Everyone is sitting at home in sweatpants. Why not get dressed up for voting? Watch the election like we watch the Oscars. This date could be like the Grammys.”
Ms. Dawson said: “We want people to think: Oh my God, what am I going to wear to the polls?”
Ms. Erwiah added: “There’s no prom, no homecoming, but you can vote!”
2020 really is the year we realize all the essential things we took for granted – democracy, our health, the post office – are actually pretty cool (and fashion-forward).
The Cassandra Report