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 […]

Post-Mod Fashion: Double Coding

Novelist and theorist Umberto Eco explains his idea of postmodernism as a kind of double-coding: “I think of the postmodern attitude as that of a man who loves a very cultivated woman and knows that he cannot say to her “I love you madly”, because he knows that she knows (and that she knows he […]