So Post-Mod — sign without significance
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.
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.
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
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.
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.