On Friday, the nation celebrates Flag Day, yet at the mall it seems the celebration has begun early.
After 236 years, Old Glory is trendy; the Stars and Stripes adorn every surface imaginable, from stilettos to denim shorts to sunglasses.
At Express, sequins composed the flag on a tube top; at Old Navy, stars and stripes show up on swim trunks.
A black-and-white vintage version appears on a shirt from Jessica Simpson’s clothing line. Teenyboppers will find red, white and blue skirts and T-shirts featuring hearts instead of the classic stars at Justice.
Some might find the look disrespectful or distasteful, but it’s not breaking any rules. The “United States Flag Code,” laid out in the United States Code to outline proper flag etiquette, states that the design of the Star-Spangled Banner is allowed on clothing, but an actual American flag cannot be used as apparel, bedding or drapery.
Josh Saterman, vice president fashion director at Macy’s, says patriotism has always been envogue.
“It’s fun, and it speaks to the larger trend of pride for our country,” he says of the iconography.
“The flag can be worn in so many different ways, and each demographic, region, climate zone and individual can play with which silhouettes and details speak to them the most.”
Designers tend to play around with the pattern as well. Betsey Johnson features the flag in many of her line’s accessories, replacing the stars with grommets and rhinestones. Her “Americana” collection includes iPhone and iPad cases, wallets and handbags.
Arlene Goldstein, vice president of trend merchandising and fashion direction for Belk, says the flag design has been a tradition in fashion for a long time. This year, the flag’s popularity has slightly increased, as it “coexists” with this season’s stripe trend, she says.
Another reason for the spike in flag paraphernalia: In the summertime, “people become more overt with their patriotism,” Goldstein says. Holidays like Memorial Day and Independence Day are prime time for patriotic dressage. The most popular articles of clothing sporting the Stars and Stripes are T-shirts, she says.
Designers who frequently display their American pride in their lines include Tommy Hilfiger, Calvin Klein and Ralph Lauren. Retailer Urban Outfitters has “American Summer” and “Salute the Flag” collections on its website, offering more than 80 flag-adorned items.
From Nalgene to Sigg, the water bottle as accessory is nothing new. Conspicuously carrying one says, “Water fountain? HA. I care about my body enough to bring this enormous canteen with me everywhere, as if I’m perpetually returning from training to be a Navy Seal and/or hiking the Pacific Crest Trail.” Carrying a reusable water bottle means YOUR hydration is never left to chance.
But unfortunately, it doesn’t lead to recurring revenue, and that made Nestle sad. The $92 billion food giant owns more than 8,000 brands, among them Arrowhead Water and Poland Spring, but none apparently has the cachet of a Lifestyle Water — essentially, a drinkable purse. (Nestle also owns Perrier and San Pellegrino, but since they’re fizzy, they aren’t part of the coveted “premium still water” niche.)
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