One of the key challenges facing brands today is understanding how to reach customers and what they want, especially in the United States, where many brands are likely to peak in the 1990s. Not only how to do it, but lost it. Stussy did it by sneaking up on their designs. J.Crew does this by hiring Brendon Babenzien, the founder of the transformative cult brand Noah. Gap literally does that by hiring Kanye West.
And now, the mall’s solid Banana Republic is undergoing its own transformation. The process begins in earnest on Thursday with the launch of the BR Vintage featuring 260 vintage products from the brand’s golden age of the 80’s and 90’s. The idea of Ana Andjelic, who joined the brand as chief brand officer just four months ago, is that Banana Republic now looks a bit calm, but it used to be pretty cool. “If there was a brand that dropped this today, it would be ultra-modern,” she said in a Zoom Call earlier this week. “This is better than anything Banana Republic has done in the last decade. It’s before Mickey Dreckler’s metrosexual stage,” she said, leading the gap between banana owners in the 1990s. Mentioned retailers who set out to overhaul the crew.
The work is an intriguing peep into the American fashion chronicles when mid-priced sportswear predominates and the powerful middle-class yuppies aspire to express their well-developed taste. .. Founded by Mel and Patricia Ziegler in the late 1970s, Banana Republic is “bold and aspirational, adventurous, and [combined] Angelic, who came to Banana after gaining experience with the it girl brands Mansour Gabriel and Rebecca Minkov, is surprisingly infectious. The pillars were safari shirts and dresses made by Zieglers from the first upcycled military fabrics, but Andjelic quickly revealed that the company remained its moral center after being acquired by Gap. Did. “They weren’t colonialists. It’s not about the actual safari. It’s about the spirit of adventure and the spirit of the imaginary realm,” she explained. “It’s like wearing a costume,” the clothes have a whimsical feel. The workplace was an unknown and dangerous challenge to overcome. You just needed the right uniform. And Banana Republic’s clothes “made you feel terrible,” Angelic said.
Perhaps due to the cyclical nature of fashion, these vintage pieces are almost exactly those of retailers like Banana Republic. should Today I’m making perfectly draped pleated chinos, a safari jacket with a tight waist, large khaki shorts and a printed champion shirt. In addition to classics, waxed cotton dusters, leather and canvas boots, J. There are quirky products that only retailers like Peterman can make today. Andjelic said he worked with vintage resource Thrilling to track every piece.
Andjelic states that the brand’s early history was partly inspired by the reaction it elicited on Instagram. “Every time I post something on Instagram, such as a catalog or a second-hand sketch, people go crazy. It’s literally the structure of their lives.” Still, vintage brands are across the platform, but in the 90’s. Are there any American fashion brands that Instagram users of early campaigns and catalog images haven’t dug up to celebrate? The past luster of Banana Republic, for example, is less well known. , Old Ralph or J. Crew.You have to wonder if it really is Help Turnaround: The idea for “Vintage Banana Republic” is entirely new, so the company avoids appearing to be responding to second-hand market pressure. (However, Andjelic tells me: Lit.. “)
Andjelic argued that her philosophy of work clothing was greater than post-pandemic clothing. Still, that’s where my thoughts wandered. Brands like Fear of God and The Row, which seem to have influenced the styling of microsites (non-vintage sections called “The Art of Work”) returning to banana work, are in a good position to represent a kind of expert. There seems to be. The elegance that workers will aim for. That energy seems to have been explained exactly in the safari that Angelic imagined. Now that we are destined to have more control over our time without being tied to our desk, we may want clothes that telegram a simple sense of control. Is building a deck like looking for an elephant? What if business casual … became a subculture!
BR Vintage is just the beginning of a new era for the brand. As Andjelic described the change, it’s “very ambitious and very quick.” “We are reinventing our entire design strategy. We have a blank slate to reinvent what we want to be and how great it is.” Seems to be working. Most parts are already sold out. Meet Safari Head at the mall!