Fashion Trend: Large Buttons

The September issue of W Magazine has a short blurb on recent interest of buttons in fashion as evidenced by their prominence in a number of recent collections and an early 2015 exhibition at the Musée des Arts Décoratifs in Paris on the history of the use of buttons in fashion from pure function to pure decoration.  A NYT blog post has a great listing of the use of buttons by various designers,

…. In the 1950s, buttons emphasized the cut of the female silhouette, as exemplified by a Christian Dior red wool dress with a fetching double column of black buttons down the back. Courrèges used buttons graphically; Yves Saint Laurent used them as embellishment; and Mademoiselle Chanel had a firmly pragmatic design strategy: “No buttons without buttonholes.”                                                                                 

As those who have follow our blog posts, our fashion muse is the postmodern architect Robert Venturi.  His “decorated shed” aesthetic used decorations as efficient signs.

We have several pieces that references the great 60s designer Courreges who often used double rows of large buttons, sometimes functional, sometime not.

We use  2″ buttons, no less, as signs of Courreges.

Post-Mod – reference to Courreges


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My Encounter With Hollister the Brand

I used to work outside of Hollister, California. The town’s name is famous worldwide due to its appropriation by apparel company Abercrombie & Fitch as a surf brand.

When I was just beginning to develop my own youth brand Post-Mod ® five years ago, I happened to discover online accounts of A&F threatening trademark infringement against a local company for silkscreening “Hollister” on a tee shirt.

I thought that it would be cool to do a photoshoot of a male model wearing our Post-Mod ® shirts with a surfboard in front of California Highway Department signs with the name “Hollister” and see if posted pix would elicit threatening letters from Abercrombie and Fitch.

Post-Mod® by Beaks of Eagles
Hollister Co surf board

I never followed through.  Today I was reminded of that unrealized photoshoot by an article in the New Yorker by Dave Eggers called The Actual Hollister, where he recalled the Abercrombie and Fitch connection.

So, I decided to search through my photo archives and post a few photos I had taken five years ago of the highway signs with the Hollister name.  I also post below a list of taglines I had come up with to accompany the pictures.

Hollister highway sign: trademark infringement A&F?

Surf in Hollister?  not-so-much
Surf in Hollister – branding as earthquake prediction

Holllister highway sign: Trademark infringement A&F?

Dude, surf’s up in Hollister…NOT.
Put down your f—ing board and wack the weeds.
Hollister Surf Alert:  7 foot weeds south of town

Hollister highway sign: trademark infringement A&F?

Dude, you get an “F” in California geography:
Garlic = Gilroy; Hay = Hollister; Surf = Santa Cruz 1 hour away.

“NoCal” Hollister Tag Lines

NoCal – the home of pseudo surf apparel companies
The real Hollister was founded by a sheepherder.
Hollister Co. – NoCal surf apparel

Hollister Trademark Controversy

Signs around town: H*ll*st*r
What happens when a city fears being sued for trademark infringement.

Sign on a team uniform: H*ll*st*r
What happens when a city fears being sued for trademark infringement
Notice to Legal Dept: This is a State of California sign. Try and sue them for trademark infringement.
Fight the Power, California.  Your lifestyle cannot be trademarked.

Comme des Garcons: Pockets as Signs

A pix from a recent runway show of Comme des Garcons shirts caught our eye. It features stunning black pockets without function servicing a pure decoration and sign. This postmodern use of pockets is similar to our own Post-Mod® racerback line.

Comme des Garcons: Pockets as Signs

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Fashion Trend 2015: Exposed Zippers to Nowhere

We were in Forever 21 the other day and noticed the slip on the right below with

an exposed zipper that is functionless.  It is pure decoration.   Exposed zipper

fashion trend has not entered what we call a post-mod phase of applications

like pockets and zippers to garments are pure sign — without function.

postmodern punk — zippers to nowhere — signs without significance




Modpunk zipper to nowhere — signs without significance



Fashion Trend: Activewear With Side Pockets

The casual fashion world has finally caught up to our lead of sewn pockets on tops.  See this latest from Nike:

Of course, for us pockets are both useful and significant (i.e. serve as a sign)

Below is one of our Postmod ® racerbacks with mod pockets contrasted with

a shirt we just saw at Forever 21.

Racerback with Pockets

Racerback with Pockets

Here is a pix of one of our Sew Creepy ® racerbacks with a skull and rose pocket

contrasted with a hoodie we just saw at A&F.

Tops with sewn pockets


Comme des Garcons: Pockets as Signs

Racerback with pockets for yoga, workouts, streatching…so handy to keep your keys, iphone nearby