Fashion

Gentlemen, Your Backward Baseball Hat Does Not Make You Cool.

Hey, you wouldn’t have to hold your hand up to your eyes if you wore your hat correctly.

OK, I’m just going to cut to the chase and say it. Gentlemen, there is no way that backward baseball cap makes you look cool. I’m sorry, it makes you look like an immature jackwagon that is trying to hard. If you are past your early teen years and you are wearing your hat backward you look like an idiot. I’m sorry that’s my opinion and I’m sticking to it.

Here are some things you should think about before turning that hat around and stepping out into the world at large.

  1. The bill on the hat has a purpose. It is designed to keep the sun out of your eyes so you can see better.
  2. If you need to shade your neck, get a hat with a brim that goes all the way around your head.
  3. This only looks good on children under the age of about 15, and 15 is pushing it.
  4. The only people that look OK with their ball hat turned around are baseball catchers and welders. By the way, most catchers and welders turn the hat front facing when their face mask comes off.
  5. Wearing your hat backward does not make you look like a rapper.
  6. Wearing your hat backward will not help you get laid
  7. Wearing your hat backward doesn’t make or work with any fashion statement you are trying to achieve or create.
  8. Wearing your hat backward in the car prevents you from comfortably resting your head on the head rest behind you.
  9. If you wear your hat backward for a long enough period of time on a sunny day, and it has an adjuster, you will sunburn a half circle on your forehead. This will make you look like an even bigger idiot when the hat is off.
  10. Wearing your hat backward doesn’t make you look bad ass, tough, or edgy. It won’t make you any of those things either. What it will do is make you look like an adolescent twerp.

So let’s look at the baseball hat from a historical and design perspective.

Around 1860, the Brooklyn Excelsiors added to their uniform what would become the modern day baseball hat. The original had a flat top, but the purpose was the same. “Keep the sun out of my eyes so I can catch the ball”. By 1900 the Brooklyn style hat had transformed to a look that is almost identical to what players wear today. It featured a vented round top, with a curved bill. During the 1940’s with the advent of new materials like latex rubber (used to stiffen the hat brim), the modern baseball hat was born. This new material allowed the brim of the hat to be lengthened to better shade the player’s eyes. A design enhancement that was never intended to shade a players neck.

Fitted baseball hats are normally sewn together from six wedge-shaped pieces of cloth. The six sections are matched to a top covering the “squatchee”, and they are vented with metal or fabric grommets to allow the hat to breathe on warm days. The curved bill is specifically designed to shield your eyes from sunlight allowing you to see better. The bill is stiffened with paperboard in order to hold the curved shape. The curved shape of the bill provides ample shade across the face without impeding peripheral vision.

The humble baseball hat was designed with a purpose and has a storied history. Wearing it backward ignores all of this and makes pretty much everyone who does it look like a fool. What I don’t get is, if you don’t want to wear the hat the way it was intended to be worn, why don’t you just wear a beanie? or cut the bill off the hat? You’ll pretty much achieve the same result if you do.

Oh and none of these guys would be caught dead with their hat on backward.

T-Shirt OS 1024 LED Lights For Your Personal Expression.

T-Sirt OS actually surfaced awhile back, but the initial demo video was a bit boring. The concept is pretty solid and I could actually see this thing becoming a huge success, but that demo video…

Well T-Shirt OS is back with a new high production quality video that features the story of best friends Sonny and Oliver and their adventure with their lifes work on the streets of London. This new YouTube video actually has some really nice editing, color grading, and post work.

As for the T-Shirt OS, if you are interested you can go to tshirtos.com and check it out.

“Since we unleashed tshirtOS into the world, thousands of people have said they want one.” TshirtOS Digital Manager, Rohan Nayee.

Roman Polanski’s “Therapy” for Prada.

When you are a brand as big as Prada, you can get Roman Polanski to direct a web commercial for you. When you are Roman Polanski, you can get Helena Bonham Carter, and Ben Kingsley to star in it. It also means that you have a great production facility at your disposal. If all TV commercials looked this good, and were this well written, I might watch more of them.

Full Circle. A Visually Deceptive Short Film.

Callum Cooper has produced a deceptively simple video for New London / Melbourne apparel maker Klezinski. I say “Deceptively Simple”, because while this looks like it would be easy to do, I can tell you it is very complex and requires great skill at both shooting and editing.

This film is a creative collaboration between film-maker Callum Cooper, sound artist John Kassab and Klezinski. Full Circle is a showcase of hand-crafted fashion pieces from its initial range.

If you get a chance, go to Cooper’s site and check out  some of his other work. You might also get an idea of how they made this film.

Visuals: Callum Cooper
Audio: John Kassab

Producers:
Willow Berzin
Callum Cooper
John Kassab
Tim Tropp

Foley Artist:
Adrian Medhurst

Fotoshop by Adobé Jesse Rosten on the Fashion Industry.

I work in Photoshop every single day, and this video nails it. Yes Photoshop is a great tool, but the thing that is just a wee bit disturbing is the fact that all of the examples shown are real world examples. It shows just how much the fashion industry is tweaking the results, and skewing public ideas about what beauty is. Watch the video, and then watch the interview with director Jesse Rosten here.

MURAT PARIS: A Smartphone Application for Fashionista Geeks.

To expand awareness about it’s new line of jewelry, Murat Paris has introduced an iPhone application that allows potential buyers to scan an entire collection of bracelets and rings with the swipe of a finger.

Created by Agency .V. the application is designed to have your iPhone placed over the arm of the model. When the application loads, you simply swipe to change out the piece on her wrist or finger. In addition to viewing the catalog of products, the application also features a retail finder designed to help drive traffic to physical stores.  The store locator feels like a key component to the application itself, especially when you are looking at a luxury brand item that for most people requires hands on inspection before purchasing.

Forever 21 Virtual Fashion Show.

Recently Forever 21 created and produced the worlds first virtual fashion show using 3D projection mapping, and copious amounts of green screen video with special effects. The result is pretty spectacular, and when you do the math the ROI is probably pretty good  when you look at production cost vs actual impressions and conversions.

Based on my experience, and what I saw in the video this had to have cost Forever 21 at least 300,00 dollars to produce.(it was probably closer to 500,00 when you add it all up)

What they got in return was 86,634 click throughs on headline banner ads, 2150 full page ad reads, and 3317 video views. That ads up to a total of 92,101 total impressions. If the average conversion rate to sales is a generous 20% that would give them a total of 18, 420 sales. If each sale averaged just $50.00 (I say that because Forever 21 doesn’t sell high priced couture, and the main target audience is not really the financially secure but rather younger less affluent individuals so $50.00 is manageable.) they would have generated $921,000 in sales. Not bad when you think about it.

If we got all pessimistic or realistic and adjusted the numbers for a 10% conversion to sales rate, Forever 21 still made $460,000 dollars. Not bad for something that has potential to be used again and again.

The concept and execution are great. The virtual fashion show can be moved, played and reused in multiple venues over the next 18 to 24 months creating even more buzz and sales.