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Congratulations…you have been selected by Sears to serve your country, effective immediately. Sears is enlisting men, women and even children into the war on fashion. They are boldly launching a new apparel line using authentic U.S. Army insignias called "First Infantry," the most illustrious, and oldest of the U.S. Army divisions. At a time when troop withdrawal is ever most on our minds, the launch seems mis-timed...or is it?
Nevertheless, the new clothing line for men will include durable cargo pants, knitwear and outerwear inspired by the Army and its First Infantry Division, according to Dnrnews.com. The full collection will include women's and children's apparel, (are children going off to war too?) and will be released in 550 of it 2,400 Sears stores in October. Army Brand's affordably priced First Infantry Division collection offers T-shirts at $11.99, hoodies from $29.99 to $44.99, denim at $25.99, and outerwear between $35.99 and $119.99. The outerwear styles are highlighted because of their authentic iconic silhouettes that enhance the coordinating knits, woven sweaters and bottoms. Bulletproof flak jackets are not included in the collection.
Uncle Sam wants you! So Sears Holdings' Senior VP, and Sears Apparel's President, Craig Israel, reports, "Over the years, military-inspired clothing has played a distinct role in shaping fashion trends. We are now able to exclusively offer a line that is pure to the origins of that inspiration.” FYI: Raymond Loewy, Macy’s famed window dresser invented camouflage in 1942. Yves Saint Laurent introduced camouflage in his "La Revolution" collection in 1971, just as the war in Vietnam was commencing.
Quite remarkably, the Army Brand's First Infantry Division represents the first time the U.S. Army has officially licensed the use of its marks and insignias for public consumption, reflecting two centuries of proud tradition and rich heritage. "Every design carries the official Army seal of approval," said Robert McGuinness, a company executive. Vintage inspired design, intricate attention to detail, and supreme quality standards, inspired by Army technology, the collection will offer a timeless and authentic collection for Sears, but will war-weary Americans eager for change in this election year embrace militaria?
A heartland institution as American as apple pie, Sears has a sterling history in keeping the company's corporate philosophy of supporting the U.S. military through its “Heroes at Home” program. The Army Brand collections will also give back to those who have given so much in service to the United States. The license fee paid by Army Brand is used to support programs that benefit the well-being of the troops and their families. That alone warrants some kudos.
The commitment to the All American Army Brand was evident in its prominence in Sear’s Fall Forward Fashion Exhibit, held Sept. 10 during the week of the 2008 Mercedes-Benz Fashion Week, in New York. It will also be apparent in numerous marketing campaigns going forward, including those planned for the holiday season, and in the store experience.
Are you ready to enlist?
--Ron Knoth, Guest Blogger
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