The beaches within easy reach of most Northern European airports, namely those on the the Côte d’Azur, the Costa Smerelda and the Costa del Sol have for several years been the scene of a particularly charming Father and Son(s) bonding custom – which I am happy to admit my son and I have been part of. The engineer of this pan-European display are the nice people at Vilebrequin.
In 1971 photographer, motor racing enthusiast and Saint Tropez resident, Fred Prysquel, was inspired by the local artists, the light and colour of the Cote d’Azur to sketch a design for a pair of classic swim shorts – known as the “Moorea” cut – that would give birth to the dynamic and iconic brand, Vilebrequin. Curiously, its name is the French word for the “crankshaft” which we understand was inspired by the metal spiral staircase in the first shop to bear its name.
Given the prevalence of sailing in the area, Prysquel decided to use spinnaker sail cloth – noted for its quick during properties and resilient to sun and wind – for his shorts which, since their debut, have featured vibrant colours and maritime patterns. With the success of M Prysquel’s early design the signature and witty sea turtle image has become synoymous with the beaches of the South of France.
The brands fame spread to other European hotspots, becoming essential kit – almost a uniform – for the beach bound “Yuppy” where it would usually be accompanied by a signature and highly waterproof Swiss watch – up to at least 300m – often made by Rolex or Omega Rolex Submariner or Omega Seamaster Aqua Terra 150M Master Co-Axial
In 1991, Loïc Berthet, took over the brand and added new models. He further developed the brand by adding a back pocket secured with Velcro with an eyelet “draining” hole and a cotton lining.
As our Yuppy hero grew up he would often confront the challenges of parenthood. Vilebrequin, being savvy to their customer’s circumstances, realized that they could expand their collection and exponentially grow their market by the introduction in 1995 of the matching Father and Son range – with boy’s sizes starting at a minuscule 6 months.
My son and I each had a deep blue pair with curiously stylised wrapped toffees which we adored. His pair were a little large for him when bought so we had several years of seriously cool beach co-ordination! See our picture below on Spain’s Costa de la Luz – paradise but don’t tell too many others!
In a decade from 1990 Vilebrequin opened stores in London, Paris, New York and Madrid with a distribution network in more than 50 countries.
In 2012, Vilebrequin was acquired by US fashion corporation, G-III Apparel Group, Ltd., who, in addition to a drive to expand its operations in the Far East, have extended the range with a “Mother and Daughter” collection.
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Photo Credits – with grateful thnaks – Vilebrequin and author’s own!
The Fast Show – a UK TV show from the mid-1990’s – had a wealth of characters created by Charlie Higson and Paul Whitehouse – amongs others. One particular favourite was “Louis Balfour” – played by John Thomson – who was the oh so slightly pretentious presenter of “Jazz Club” with a catchphrase – when all else failed – of “Nice!”. You rarely got to see his feet but my bet is that he would’ve worn Clarks Desert Boots
Now you have to follow this, Louis was cut from a very similar cloth to a couple of Art Masters at my last school. They insisted on being called “Chris” and “Steve” as indeed I suspect they were their real names and as 6th Formers it seemed odd to continue with “Sir”. They wore corduroy jackets – in brown and country green – one with contrasting leather elbow patches – they had a penchant for practical Farah Hopsack trousers – don’t ask – and each had several pairs of iconic Clarks Desert Boots.
Quite what desert there were planning to cross in leafy Cheshire was uncertain but none the less these two were simply the coolest guys in the school. “Steve” with his long hair even drove a late reg VW Beetle – click here to our previous post Volkswagen Beetle – an icon re-imagined– you can imagine he was already ice cool to me.
Assured not to be bitten by scorpions nor rattle snakes, Clarks Desert Boots to this day are an iconic and a highly flexible wardrobe essential that you can wear with jeans, moleskins or chinos and they will always look the part. Just avoid wearing in the rain – they are suede and, after all, are intended for deserts!
C. & J. Clark International Ltd, (“Clarks”) was founded in 1825 by Quaker brothers Cyrus and James Clark in Street, (Somerset, England) where its HQ is still based – although manufacturing is now predominantly undertaken in Asia. Clark’s continues to be 84% family owned.
Since 1879 the Clark’s trade mark has been the distinctive Glastonbury Tor with the St Michael’s tower.
The Desert Boot was launched in 1950 having been designed by the co-founders, James’, great-grandson, Nathan Clark, a serving British Army Officer based in Burma. It is said that the Desert Boot was based on the unlined boots made in the bazaar’s of Cairo for returning British Army Officers during the Second World War.
Post War the Desert Boot saw adoption by the Mod Culture in UK, the Beatnik Culture in the US and were known to be a favourite of the Student anit-capitalist demonstrations in Paris in May 1968.
Why not be like Steve McQueen or Liam Gallagher and get a pair of Clarks original Desert Boots – please click the links below the images below to be directed to AMAZON – the two links show the full colour range available.
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Images courtesy of C & J Clark International Limited
Hand’s up who remembers 21st July 1969? Did your parents wake you up, in what felt like the middle of the night, to watch on a small black and white TV screen the moment that Neil Armstrong, leader of the Apollo 11 mission, stepped out of the Lunar Module (‘Eagle’) to became the first person to walk onto the lunar surface? There are a handful of childhood events, including this momentous step, that this viewer, as an eleven year old, remembers with absolute awe and clarity.
The enormity of men being shot into space ahead a giant fuel canister to orbit the Earth and then be pointed in a different trajectory to the Moon’s orbit and surface, there to land safely, open the sealed hatch and climb out. Simply breathtaking both in its spirit and execution. The First Walk on the Moon was simply awe inspiring.
Armstrong was followed onto the Moon’s surface by his co-venturers, Buzz Aldrin. They spent a couple of hours making auspicious speeches and collecting rocks. After nearly a day in the Sea of Tranquility they blasted back to the command module (‘Columbia’) piloted by Michael Collins. They were returned to terra firma having safely splashed down in the Pacific on 24th July 1969.
I was certainly old enough to realize that the Mission to the Moon was the most magical blend of evolutionary technology of semi-conductors and computers, the guile of America’s military aviators, the obviously immense resources of the NASA Space Program. It was also the culmination of the dream of a brilliant and driven leader, the late President John F. Kennedy, who in 1961 launched his country’s aim to land a man safely on the Moon before the end of the decade.
Aside from the warm and fuzzy feeling of all things vintage and American, Coke fridges, leather sleeved varsity jackets, Levi’s and classic muscle cars what else can be seen as the legacy of man’s early musings with space travel?
The Apollo mission kick-started a series of major innovations the legacy of which continue to be seen, felt and enjoyed today. Some of the many spin-offs from the Space Race include the following:
The Computerized Axial Tomography (CAT) scanner now more regularly used to detect cancer and other abnormalities was used to identify any imperfections in space components that would only be magnified by the unique stresses and environmental issues associated with zero gravity and the g-force associated with space travel.
The Computer Microchip, the integrated circuits and semi-conductors used in the Apollo mission’s guidance software spawned the modern microchip that appears in everything from you laptop, to you TV remote control and your oven’s regulatory systems.
Cordless tools. Lacking the inability to plug in electrical tools on the Moon’s surface, power tools including cordless drills and vacuum cleaners were developed – initially by Black & Decker in 1961 – with integral battery packs enabling the collection of rock and dust samples.
In-Ear Infrared thermometer. A detector of infrared energy that is felt as heat that was developed to monitor the birth of stars found an alternative use with In-Ear thermometers.
Freeze-dried food. Since the Moon mission we have been fascinated by rehydrated food, Thai pot soups, noodle dishes and the like. Originally devised to minimize weight these packets of goodness fueled the men in space. This technology had first been developed in the Second World War for carrying blood long distances without refrigeration. Nasa was first to create freeze dried iced cream – but it doesn’t seem to have been that popular amongst the astronauts.
Home Insulation materials. If you have ever unrolled in the your attic reflective insulated matting you may not know that the shiny material used was developed to deflect radiation away from spacecrafts.
Invisible braces. Each of my three children has received the attention of the dentists and the application of braces that resulted in perfectly straight teeth. The process has been improved by the use of transparent ceramic brace brackets made from materials developed for spacecraft.
Joysticks as used on computer gaming consoles were devised for Apollo Lunar Rover.
Memory foam – for many, me excluded, they say that sleeping on a memory foam mattress or pillow results in a splendid night’s sleep. For me they are usually too firm but the underlying tech was created to improve the comfort of aircraft seats and helmets.
You may not be surprised to hear that satellite television technology, primarily devised to repair relay signals from spacecrafts and to unscramble satellite sound and images sent from space now sits at the core of home satellite driven services.
At the optician when ordering a new pair of glasses you will almost certainly have been asked if you would like a ‘scratch resistant coating’ to be added. Substantially improving the long term wear and tear on glasses these coatings were developed to make astronaut helmet visors scratch resistant.
Whilst shoe insoles have been around for years, indeed the likes of trusty beach worn Birkenstocks are based on the eponymous insole a challenge for athletic shoe companies was to adapt an insole for the Space missions boot designs to maximize on ventilation and springy comfort.
An absolute must around any home is a smoke detector with good batteries. It may surprise you to know that Nasa invented the first adjustable smoke detector that was programmed with a level of sensitivity that prevented false alarms. Just as essential in the small cabins on board spacecrafts.
The design of a space rocket is perhaps a classic example of drag reduction. Interestingly Nasa deployed the same principles of drag reduction to help create for Speedo a world beating, but highly controversial, swimsuit the LZR Racer.
Aside from bottled oxygen, filtered and clean water was one of vital elements needed in space. NASA developed a filtering technique that killed bacteria in water. This has subsequently been used to deliver filtered water in millions of homes.
Velcro – whilst not strictly a product developed for the Space Race, the system of a hook-and-loop fastener was originally conceived in 1941 by a Swiss engineer George de Mestral. NASA made significant use of touch fasteners in myriad of ways including the closing of astronauts’ suits, anchoring equipment during maintained and for trays at mealtimes to avoid them floating away.
Artificial limbs – Nasa is a world leader in the science of robotics devised primarily to remotely control space vehicles. The technology had been adopted to give artificial limbs greater functionality.
If you have ever completed the London Marathon, for example, you may recall crossing the line to be shrouded in a silver foil blanket. These blankets were developed in 1964 they are excellent at reflecting infrared radiation but they also enable the body to they retain heat and reduce the risks from hypothermia.
The Bacon hydrogen-oxygen fuel cell celebrated British engineer, Tom Bacon, developed an existing and century old technology to create a patented fuel cell that provided electrical power for the Apollo mission. The science that combined hydrogen and oxygen to create a reaction that caused heat that could be converted to electricity also had a useful by-product, water: which the astronauts drank. Fuel cells have been used to create electric vehicles including the Toyota Mirai, Honda Clarity and Mercedes-Benz F-Cell, where the technology is seen as a having great green credentials.
The Omega Speedmaster Moonwatch is part of a range of manually winded chronometers launched by the Swiss watch brand in 1957 and used as part of Omega’s role as the official timekeeper for the Olympic Games. The “Moonwatch”, a combination of both timepiece and stopwatch, was water-resistant, shock-proof, and could withstand 12Gs of acceleration endured by the astronauts during their mission. It was first worn during NASA’s Gemini missions that included the first space walk. The Moonwatch was on the wrists of Armstrong, Aldrin and Collins, when the former two took their first steps on the Moon. It remains a firm favourite with those who love this Swiss watch brand which has created a series of Special Editions to commemorate the 50th Anniversary of the first Moon landing.
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I love surf/hippie/beach culture. Whilst it may be a complete mare to get to in July and August the realm of Tarifa, on Spain’s Costa de la Luz, is a Mecca for those who get their kicks on a kite, surf, SUP or boogie board – see our previous post here on Morey Boogie Boards – Morey Boogie boards.
This is a lifestyle, available to all adherents. Whether you are a weekend hippie with a real job in corporate finance, benefit from a distant relative having invented some practical gizmo that makes life easier even today, a vacationing student or a “Crusty”, who sees the conventional pressures to earn a living, have a mortgage or to otherwise conform to some dated middle class ideal of the perfect life, as pointless, then there’s a welcome for you on the beach.
For core participants of this tribe, whose transient existence may be complemented, if they have the funds, see previous references to those in the City and/or being a Trustafarian – by a VW bus – see our previous post here – Volkswagen Kombi – as the perfect transport for your kites and boards, their careful devotion to their appearance on an off the sand is crucial. Indeed being able to take the beach with them as they return to their other life is made possible by several wonderful and iconic surf brands who shroud the faithful when the smell of the salt air is a fading memory.
Founded in Tarifa in the 1990’s by designer Andoni Galdeano and entrepreneur Herbert Newman, the El Niño brand of surfwear is defined by a passion for the perfect wave and embraces much of what our tribe of surf worshippers love. It’s colourful, expressive and almost all pieces bare the distinctive El Niño logo that my family has always called “the Angry Sperm” – the little discontented drip. In fact the name comes from the “levante” wind of the same name that blows from the East over Tarifa.
For Adults and Children – add an El Niño shirt to your summer collection by clicking the Amazon link after the image
Quiksilver was founded in Torquay (Australia) in 1969 by Alan Green and John Law. It is now a multi-million dollar business, one of the largest manufacturers of surf and related sports goods, operating many stores worldwide. The company developed the successful young woman’s wear brand “Roxy” – who’s logo is a duplicate of the Quiksilver wave doubled to form a heart – it also owns the DC brand of skate shoes.
After a difficult period of trading in 2016 and restructuring the majority shareholder is now Oaktree Capital Management. In 2017 the company’s name was changed to “Boardriders” and is now based in Huntington Beach, California.
Quiksilver, along with Rip Curl – also founded in 1969 in Torquay (Australia) and still owned by co-founders Doug Warbrick and Brian Singer – and Billabong – founded on Australia’s Gold Coast (Queensland) by Gordon and Rena Merchant in 1973 and now co-owned by Oaktree Capital – are regarded as the “Big Three” Surfwear companies.
Add a pair of Quiksilver nubuck flip-flops to your beach collection by clicking the Amazon link below the image
Orange County on California’s Pacific Coast is the home Huntington Beach, Newport Beach and Laguna Beach each with their own distinctive surf communities. In the 1984 Shawn Stussy – a young surfboard manufacturer – who signed his boards with his distinctive signature – founded his eponymous surfwear brand with Frank Sinatra Jnr (unrelated to the singer) in Laguna Beach.
Stussy surfwear became a favourite of the hip-hop scene of the late 1980’s/early 1990’s. The brand is now a favourite of Drake and A$AP Rocky.
In 1996 Stussy left the brand selling his holding to Sinatra’s family who still own it.
A piece by Stussy is a must ….how about this signature cap? Click the Amazon link below the image
Images with grateful thanks – El Niño Tarifa, Quiksilver/Boardriders, DC Shoes and Stussy.
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As I control the creative direction of Aestheticons I choose what’s featured. Largely that means that I chose aspirational gems. However, instead of looking up in awe and appreciation we need to consider the more mundane.
The items featured in this piece are neither glamorous, alluring – unless you are into the really weird – nor really do anything in excess of their primary function. At that, they are superlative and without them elements of our busy lives would be a struggle. They are Unsung – not enjoying massive Instagram accounts with millions of adoring followers – but Essential Icons.
Cable ties
I defy anyone who derives the smallest amount of pleasure from tending a garden, to fix a plant to a trellace or a bamboo cane or a brush screening to a gate without the use of a cable tie. Not only can this devilishly small but wonder strips of plastic fixing be a the gardener’s friend, they, with equal competence, support the work of electrician, plumbers and builders and many others in thousands of conceived and yet to be conceived ways.
Known as originally as Ty-Rap, cable ties were first invented, primarily to secure airplane wiring into the bulkhead, in 1958 by US based electrical business Thomas & Betts and more particularly their employee, Maurus C. Logan. Mr Logan developed into production the idea he’d conceived of aboard a Boeing during construction. The Patent was submitted on 24th June 1958.
Why not add to your tool drawer with this Amtech selection of 500 cable ties? Click the AMAZON link below the image
As our readers know I Like to cycle but over the winter months my bike has a tendency to be a little neglected and exposed to the elements. When the cooler seasons have done their worst on my waistline the time is right to look for the foot pump and adaptor and get some air into those bike tyres. The tyres are only half the battle. The gears, brakes and chain scream out for the TLC that can only be lavished on them by WD40 the spray delivered a light penetrating, protecting and lubricating oil.
As the saying goes a “Sucess has many Fathers” and there appears to be some controversy as to originator of WD-40. It seems that the formula of WD-40 was developed in 1953 by The Rocket Chemical Company in San Diego, California and first produced in commercially available quantities in 1958. The contributions – depending on sources – of a Iver Norman Lawson and a Norman Larson (President of Rocket) are named as the “inventor” of the formula with the name WD-40 seemingly stemming from the expression “Water Displacement 40th Formula” – suggesting there may have been a 39th, 38th and so on versions of the formula.
It may be that Lawson invented the low viscosity formula – still a trade secret but still has the original and distinctive smell – and sold it to Rocket where Larson had the bright idea of putting it into aerosol cans. It arrived in the UK in the late 1960’s.
For those many jobs around the home or office for which only WD-40 will do, why not pick up a can or two by clicking the AMAZON link below the image?
As a lawyer I am very pro the paper-less office, technology can teach us loads about sensible digital storage and retrieval. In parking our fears and posting to the Cloud we make a statement that’s more about efficiency and less about tree hugging.
For years we relied on the trust paper clip to secure our files, ensure correct attachments to letters and avoid inevitable embarrassment on a windy day. Called a “Trombone” in French, a literal use that I find very appealing, the simple paper clip does exactly what the tin says.
History tells us that in the US on April 23rd 1867 Samuel B. Fay successfully obtained the first Patent for a bent wire paper clip. On November 7th 1899 William D Middlebrook obtained a Patent for a paper clip making machine that produced an item – made popular as the “Gem Paper Clip” which went on sale in the UK in the 1870’s – and are similar to those sold today. The name Gem – trademarked in the US by Cushman and Denison in 1904 – became known Worldwide and in Sweden, I am told, that the word for paper clip is “Gem”.
No desk is complete without a selection of plastic coated paper clips – please click the AMAZON link below the image to get yours.
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I have a favourite T Shirt – our featured image. It’s not the slightly lewd text, nor the “End of the Pier” – “Nudge, Nudge” – humour that appeals most to me. It’s the fact that Mrs W bought it over 20 years ago in New York City and it is loved as much for the item as the thought that went into its purchase.
Indeed it may have been on impulse – she doesn’t like shopping much – but it is the expression of her view towards me as her then relatively new husband who was coming to terms with his then slightly thinning hair. It’s been worn by us both over the years and amazingly it has outlasted many branded shirts that have been worn half as much.
I like T-Shirts especially as the summer turns to crank up the heat into the early 30’s.
T-Shirts have, in my view, to deliver in two simple respects. They need to be 100% cotton – whatever the brands try to persuade you of their new wonder fabric that will keep you as cool as a Polar Bear’s backside – sorry cotton is best. It’s also needs to be slightly on the big side allowing it to flap in whatever wind is available capturing some cooling and fanning effect as it goes.
For me, some of the very best T-Shirts are made by Fruit of the Loom – they are consistently good and I really respect a company that stays loyal – in the main – to the one product that they are noted for and deliver year after year. We have featured Fruit of the Loom on Aestheticons before and you can read our previous post here – Fruit of the Loom – T shirts
I really like certain iconic T-Shirts that shout loudly about your preferences. Many of you will know of my love for New York City and the iconic Milton Glaser design – I ❤️NY – is simply, though a little cliched by over familiarity, but as valid as a tattoo.
Equally my London home is well represented by the shirts of the Hard Rock Cafe – again a little jaded and over-exposed – you can pick up the same shirt in London, Moscow or Marbella – but still its a cultural icon. Hard Rock Cafe T Shirt
Last year I picked up on a ranking of the 10 most Iconic T-Shirts – Iconic T-Shirts there will be those who will make it their mission – not in any charitable campaign sense but just as a bit of fun – to seek to collect all 10. Not for me, but please go ahead.
Enjoy the summer and enjoy your T-Shirts and I’d love to know which T-Shirts are your treasures!
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Image credits – with grateful thanks – Milton Glaser, Hard Rock Cafe and Fruit of the Loom.
Living in Southern Europe I embrace a regular tendency to want to visit those national memorials celebrating the icons of local culture. One of the finest examples of this is the work of the Catalan Modernist architect, Antoni Gaudi. I am not talking solely about the trophy building, the outstanding and outrageous – if a little claustrophobic if you’ve ever tried to climb one of the spires – La Sagrada Família – but whilst magnificent there is much more to his wonderful work.
Gaudi’s place in the history of Architecture and his influence in a pantheon of modern art, including the likes of the fourteen year old Picasso, who moved to Barcelona in 1896 and into Gaudi’s circles, was immense. Gaudi’s work – much of which is now classed as World Heritage Sites stems from an era of the Renaixença (or Renaissance) in Barcelona of prosperity and vision. His work remains much appreciate by the likes of the writer Lorca and the artist, and fellow Catalan, Salvador Dali, as a vibrant legacy to this era.
Born 25 June 1852 the son, grandson and great-grandson of boiler workers from the Baix Camp (Catalonia). Growing up appreciating the fusion of copper and iron enabled Gaudi to claim that when he imagined in three dimensions, which became core to his fluid and evolutionary work. Indeed, he rarely created detailed plans preferring models of his proposed buildings. Similarly, he was enraptured by the perhaps conflicting mysteries of nature, especially that of his beloved Mediterranean coast, vegetarianism and his profound Roman Catholic faith.
After school, where he excelled in art, in 1868 Gaudi moved to Barcelona to study teaching followed by some time of compulsory military service which was punctuated by ill-heath. In 1878 Gaudi graduated from the Llotja School and the Barcelona Higher School of Architecture having funded his training by working as a draftsman to various notable but local architects.
Gaudí rise was meteoric. His first important commission was Manuel Vicens i Montaner, the Casa Vicens, a Moorish revival palace, which, after 130 years as private home, recently reopened to the public.
Over the subsequent thirty years his work and Barcelona were synonymous. The City changed, and under the patronage of Eusebi Güell, Count Güell – a Catalan industrialist – fine examples of Gaudi’s best work can be seen including:
The Parc Güell:
The Crypt at Colonia Güell
Palau Güell
Casa Batlló – commissioned in 1904, by Josep Batlló, Gaudi’s task was to design and renovate this extraordinary property, to create a house like no other. Gaudi completed the project in 1906, becoming a masterpiece on Barcelona’s, Passeig de Gracia.
The Casa Milà commissioned in 1906 by Pere Milà – a developer – and his wife, Roser Segimon, the widow of a wealthy Indiano coffee plantation owner.
In 1883, at the age of 31 Gaudi was appointed to the Sagrada Família project, after original designer quit, becoming Architect Director in 1894. From 1915 until his death on 10th June 1926, following being struck by a tram at the age of 73, Gaudí focussed his entire creative energy on the development and construction of this amazing building.
See below a model of the finished Basilica. Please also see this amazing video compiled for the UK newspaper The Daily Mail highlighting what the Sagrada Familia will look like at completion – please click the link – Sagrada Familia – Completed
Said to be the most important piece of Gothic architecture in Europe since the Middle Aged, Gaudi combined Gothic and Art Nouveau forms together in the Sagrada Familia with naturalistic and flowing details of plantlife and cleaver uses of light throughout.
I am also a massive fan of another Modernist Architect, Charles Rennie Mackintosh, about whom I posted on Aestheticons before, celebrating his body of iconic work – see here our previous post – Charles Rennie Mackintosh
One of the few projects that Gaudi undertook away from Catalonia was the minaret-like country lodge – a fine example of his oriental influences – of El Capricho in Comillas (Cantabria, Northern Spain). It was built between 1883-85 as a summer home for a returning Indiano Maximo Diaz de Quijano (The Marquis of Comillas and Father in Law of Count Güell). Atypically for Gaudi’s work the stained glass, wood rafters and metal work are exemplary. The emblematic flowers, oriental and stylised ceramics look like they may have come straight from the pallet of Mackintosh. It’s thought that Gaudi and Mackintosh never met, though they died two years apart, but their naturalistic work replendent with great drama, vision and charm is firmly rooted in the same Modernist and Art Nouveau movements.
Whilst we learn in Dan Brown’s excellent “Origin”, set almost exclusively in Gaudi’s Barcelona, that the Roman Catholic Church has not funded either Gaudi’s final resting place nor the building surrounding it, the Sagrada Família. The work on this fine building has been halted over the years whilst additional funds were collected. It is anticiapated that construction will be finally complete by 2026 to coincide with one hundredth anniversary of Gaudi’s death.
My hope is to have whetted your appetite to know more about Gaudi and his work. Two very useful resources are the following books, please click the Amazon link below the image in each case.
In April 2019 it was reported, after a two year dispute, that the Sagrada Famila, which has seen over 139 years of construction and is visited annually by 4.5m, had now received its final planning permission from Barcelona’s City Hall!
Ironically, the City Hall only agreed to pass the final permission for the Basilica, provided that the Catholic Church, which owns the site in Central Barcelona and has spectacularly failed to contributed towards the development costs of the wonderful Basilica, paid €34m towards local community projects.
The predictions are that 2026 is still an achievable completion date for the iconic UNESCO World Heritage Status building.
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Image Credits – with grateful thanks http://www.archdaily.com/Rory Stott, The Barcelona Tourist Association, The Gaudi Foundation and The Daily Mail
It must be a Marketing Director’s dream. Develop a brand that begats a killer logo, place that logo strategically on your products and allow a willing purchaser to spend their hard earned cash to buy them. In buying your brand it says something of their taste and aspiration. In them wearing their purchases they deliver in their role as an “influencer” to their peer group, assuring their nearest and dearest that they too would do well to chose the same brand. For your brand, aside from the inevitable free advertising, the result is a triple whammy – 1. You have sold your products; 2. Your brand is seen – eyeballed – by others, a constantly moving reinforcement exercise and 3. You should be able to spend less on advertising. Why? Because your customer is doing the hard work for you! Marketing Director sleeps deeply knowing a good job’s been done!
There are many examples of aspirational brands that a purchaser is willing to “Show Off” wearing – and I make no judgment as I too am a very willing victim. Perhaps the definitives are:
Ralph Lauren and their famous Polo Shirts – see our previous post here – Ralph Lauren Polo Shirt
Louis Vuitton – so popular that it is probably the world’s most copied brand!
Perhaps the best examples of brands that court conspicuous displays of their logos on arms, shoulders, legs and even tattoos, are the two iconic Goliaths of the sporting brands market: Adidas and Nike.
Odd isn’t it when there is a simple choice of two: The Beatles and the Rolling Stones, Oasis and Blur, Amazon and E-bay, Adidas and Nike that the market is often quite vehemently polarised. For me it’s the Stones, Oasis, Amazon and Adidas but for others will be equally determined in their selection and the reasons for their choice.
Adolf “Adi” Dassler – Adi Das (geddit?) – founded his business in 1920, he started making shoes in 1924, registered the company name in 1949 and first used the three stripes identity on footwear in 1967 – that’s fifty years ago this year.
The first use of the trefoil logo – intended to represent the three continent of Europe, Asia and America – that has become synonymous with their Originals range – was on Franz Beckenbauer’s tracksuit in 1971 and it later becoming the company’s corporate logo. By 1990 the three stripes arranged to represent a mountain, symbolising those challenges to be confronted and goals to be attained, became Adidas’ core and hugely recognisable logo.
The truly iconic Adidas “Superstar” range has been available since 1969, along the way they have been given very heavy promotion by RUN-D.M.C. such that today they have achieved the classic cross-over from sports shoe to street wear.
Although a much younger business than Adidas, Nike (known as Blue Ribbon Sports until 1971) was founded in 1964 by Bill Bowerman and Philip Knight, and first produced footwear in 1971.
The now famous Nike “Swoosh” was commissioned by Mr Knight and Carolyn Davison was paid $35 for her design that implied movement and speed. It is said that Mr Knight was less than excited about the design commenting that he thought it would “grow on him” – him and millions of others now share a love for this simple device. In 1995, given its distinctive market recognition, the company chose to replace its then logo, that comprised the combined Swoosh together with the company name, with just the Swoosh.
Having nailed my colours to the mast – I prefer Adidas – last year, my team, Chelsea Football Club, threw me a curve-ball. The Club announced, after many years of Adidas supplying the team’s kit and associated merchandise, that a many multi million pound deal has been conclude with arch rival Nike for the next ten seasons. I must say the new first team’s shirt is a classic, really well designed and made, and my son is a proud owner.
Images Courtesy of Adidas, Nike, Ralph Lauren and Rolex
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Frankly, whilst I love baseball caps and have several cherished examples, I don’t really think they suit me. Its like my head is the wrong shape or my ears protrude but trust me that doesn’t stop me.
I particularly like the design classic and iconic, New York Yankees cap and I have had two, both reliably sized 7 1/2 inches. Both are classic New era 59/FIFTY fitted caps (a design that dates from 1954) , with my first being purchased in the early 1980’s from a store in New York, it’s a deep boiled melton 100% wool that has gradually shrunk but stayed colour fast despite surviving ski trip snow storm. My second from the New York Yankees store off Times Square which is now 100% polyester.
For many outside the US they may not even connect the cap with baseball – where the sport is less known. The appearance of the cap, titled side ways or backwards on a rappers head, in gold or silver as an essential accessory to a cat walk show, the cap’s reach is much more than a piece of sportswear. Go ahead ask any non-affionado about Babe Ruth Joe DiMaggio or Derek Jeter.
The NY Yankees caps are often seen in the media on noted fans like Tom Cruise wearing them in movies such as in 2013’s “Oblivion”. Having been to Yankee Stadium there is every chance you’ll see celebrity fans appearing on the huge TV screens. During a recent visit preceded by the playing of “You Can Call me Al” was a smiling and cap wearing Paul Simon.
Even the prestigious Museum of Modern Art (MoMA) in New York has created, with the guys from New Era, a special limited edition (at $48.00 plus p&p) New York Yankee/MoMA cap.
The New Era Cap Company was founded in Buffalo (New York) by Ehrhardt Koch in 1920. He had borrowed $5,000 from an aunt to start on his own. Koch’s first production took place on the third floor of 1830 Genesee Street in Buffalo and in the first year 60,000 caps were made.
The first Major League Baseball (MLB) caps were first manufactured in 1934 with the first licensor being Cleveland Indians. The 59/FIFTY On-field caps first became available to the general public in 1978. In 1993, New Era were granted an MLB wide license to make all MLB teams on field caps with an equivalent deals from the National Football League (NFL) and National Basketball Association (NBA) was signed in 2012 and 2017, respectively.
1996 the film director, Spike Lee, specifically asked New Era for a red New York Yankees cap – not a team colour – an event that is seen as the dawn of a new era which saw the New York Yankees cap becoming associated as much with the streets as the ball park.
As Aestheticons readers already know, I really like the Pashley range of bicycles – see our previous post here – Pashley Cycles
Pashleys are contemporary icons; an updated take on classic British bikes.
Well, the nice people from Pashley have given me details of a photo competition that they are launching – see here – Pashley – The Pleasure of Cycling – that “really captures the pleasure of cycling on a Pashley.”
Entries need to be posted to Pashley’s Facebook page by 7th May 2017 and the winner of the photo competition will win £300 of Pashley clothing.
Good luck those who enter – and if you get a chance please say that Aestheticons made you aware of this competition.
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