The Name Game

"...a thought occurred to me and I am wondering what you might think of it.  Within the past few months, I've decided on boycotting some brands - particularly Abercrombie, Hollister, and American Eagle - because they use a lot of worldliness and sexual appeal in their marketing, trying to advertise the "free young person" living for the moment and having ungodly, often sinful fun. Have you ever given any thought as to the marketing methods of clothing retailers and how that affects whether you give them business?"

This comment was made on a a popular modest fashionista's blog and inspired me enough to write "The Name Game."

So the question is, can we support popular brands in good conscience? 

Should Christians walk around with these names scribbled all over themselves for the world to see? 

A little backstory. As a tween, I wanted an Aerpostale t-shirt so badly, but my mom refused to let me buy one. I would longingly look at all the Aero logos splattered across my peers' tees and hoodies. My attention was caught by every scrap of Aero I spotted in the racks at thrift shops. I argued, "It's just a logo, and Aeropostale's not that bad of a company. The shirts are so cute! May I get one? Pleeeeeassse?!" Mom stood her ground with a firm, "NO." 

My mom didn't want logos all over me. She wanted me to learn not to give into peer pressure from an early age. I'm grateful for Mom's wisdom in my early clothing choices to this day. 

I don't want an Aero t-shirt anymore. I would rather not advertise any brand across my bust, no matter how high-end or cheaply made, thank-you-very-much! They should be paying ME to be a living billboard! 

Moving on to the main point. 
Why should we not wear trendy brand logos, or support them altogether?

1. Lack of Decent Coverage

Hipster companies generally produce clothes that are tight as a coat of paint or show a lot of skin. Or both. Brands have been bashed for designing t-shirts with sexually suggestive slogans and patterns purposefully placed in conspicuous areas. Parents protest against over-sexualized clothes for young children, although I can't help thinking they dislike viewing their teens in trash either. Advertisements often cross into soft porn or downright nudity. Which takes us to...

2. Messages Advertising Sends

Abercrombie & Fitch advertisements are renowned for raciness. American Eagle has been sued several times by A&F for copying ads. A&F ads = American Eagle ads. Hmm...

Others use commercials centered on parties and camp-outs with people hanging all over each other while consuming alcohol. I don't know about you, but a bunch of youth camping out together with beer sounds like a recipe for sin to me. 

Yet this is the message hipster brands are conveying. Each whispers, "Want the cool, easygoing appearance of one who knows how to party and get the boy (or girl)? Wear our clothing! Support our name!" Talk about "the lust of the flesh, the lust of the eyes, and the pride of life."
(1 John 2:16)

Wearing a brand is not only claiming a certain lifestyle, but maintaining a certain status: 
I can be fun and popular. (look at me!)
I can get the boy/girl. (want me!)
I can do what I WANT!  (ME!!!)
Or I could if I wasn't a Christian, so I'll just wear the brands! :D

3. Controversy

Apparel companies are usually controversial because of their ads. Some stores will only hire people if they meet the media's standard of beauty. Clothing lines like to push lifestyles that have spiritualism and self-worship/creation behind them, such as Bohemian, Punk, Goth, etc. 

Side note: Athletic wear companies- such as Nike, Adidas, and Skechers- have been scrutinized for beyond-mini tennis dresses, a gay Instagram pic, and commercials that undermine parents' authority, respectively. Sadly, athletic-wear is the hardest to wear without logos. ("Just DON'T do it!" Or try not to.) 

There are many others surrounded by controversy and pumping out skimpy garments: Victoria's Secret (subgroup- Pink), Areopostale, H&M, A&F (subgroup- Hollister), Urban Outfitters (subgroup- Free People), Forever 21, Rue 21, Anthropologie, Calvin Klein... the list goes on and on.

Allow me to clarify one major point. I realize all these brands create some cute, classy, and completely decent clothing (Victoria's Secret may be an exception). The purpose of "The Name Game" is to explore the reasons we wear certain brands- especially logos- and ponder why we support them in the first place.

Interesting Fact: According to Wikipedia, Bob Jones University at one time wouldn't allow A&F and Hollister clothes to be "worn, carried, or displayed" on campus. When I clicked on the source, it took me to the BJU website, where the page "could not be found," meaning this rule is probably no longer in existence. Correct me in the comments if I'm wrong. 

The following article basically sums up why I would never wear a stitch of Fitch or Hollister. 

***********!!!WARNINGS ON ARTICLE!!!***********

The company head was gay, and the article says that he "came out" and lived with a partner.

There are many mentions, and several photos, of shirtless dudes. (comments aren't graphic)

There are very disturbing elements relating to sketchy clothes, ads/photos, race, body size, etc.
(Some are just the facts being presented; others are views and quotes from the company head)

Here's the dirt: Abercrombie & Fitch Article

If you read that link, 'nuff said. Outrageous and disgusting. 
Why do Christians wear these brands?!

I reject supporting this filth by refusing to wear their names on my body.
I rebel against the fashion industry cesspool.

Please reconsider the brands you wear.

People aren't dumb- they recognize logos.They know what they mean...

and so does God.

Now to end with a quote from the Michael Jeffries, revolutionizer/former head of A&F/Hollister: 

"Does it exclude people? Absolutely. We are the cool brand."

Let it exclude us then.

We do not care if perverted, racist, sexist, body-shaming, gay, narcissistic designers think we're not "cool enough."

We are not of this world.

First Day of Spring!

Channeling my inner gypsy!