Last weekend we went to London. Of course not just for the fun of it, but to take a closer look around at TOPMAN.
That’s because we went searching for three ambassadors in the past three months: the first three German Topmen. And those three (Stefan, Alex, and Micha) went with us, naturally.
Apart from extensive personal-shopping (this means nothing else than drinking beer in a V.I.P. lounge-like area while hard-working staff gather dozens of clothes for you) and entertaining evening activities (Topman Alex sang Kylie Minogue songs during the dinner at SOHO House), we had the opportunity to get some insights into the Design and Marketing routines at TOPMAN, of course. Details will follow.
For the above picture will have to do, which was taken on the first evening right before David and I lost the rest of the group – and with them all cards and cash – somewhere in East London. We had no choice but nicking half-empty bottles of beer from sleeping Englishmen and mosh to rough pop music.
The photo – this must be mentioned – is an homage to a) 1990’s Boybands (EAST 17) and b) drunk gangs from the suburbs. We think we pretty much nailed it.
Certified herewith, it finally seems to be over, the very-relaxed-ironic (and of-course also by-us publicised to the limit) adilettes-look, which, if possible, you wear in the most obnoxious ways (with a suit- hihihi, in winter – hihihi, to your sisters wedding – hihihi, to Yom Kippur – hihihi).
On this picture, the smoochy singer Sascha ‘Sasha’ Schmitz, who was already out, before we even had pubic hair, is wearing adilettes with a smoking. Therefore it is official and very clear: the adilettes-look has reached the deepest and worst low of mainstream – and is celebrated there with a twinkling smile. There is nothing worse.
Whoever is still serious (hihihi) about wearing ADIDAS-bathing-shoes, has not understood anything and should be punished with having to listen to Sasha’s new album for three days.
DANDY DIARY-Lederhose wins Prize of Honour at the Oktoberfest in Pune (India)
In august we first reported about the trend Health Goth.
The term for the trend was created by Mike Grabarek and Jeremy Scott – an R’n’B duo (Magic Fades) from Portland, USA – they created a #healthgoth Facebook Fanpage in april 2013.
They are posting everything what they connect with the Health Goth world on their Facebook page: black-and-white PORSCHE DESIGN performance-sneaker, campaign-pictures from the H&M x Alexander Wang cooperation, NORTHFACE etip gloves, bionic-futuristic body parts and fighting-outfits for the super-human of the far-away future.
The Health Goth fan page started growing quickly. The world of the HealthGothers seemed alright. But then the first evil mainstream-media – the French women’s magazine Marie Claire – and reported about the trend five days ago: Health Goth – the Latest Trend You’ve Never Heard of
Marie Claire explained the trend to their readers like that:
…it’s a very modern mix of gothic and punk sensibilities (think dark colours, figure-hugging silhouettes and heavy statement accessories) and futuristic sport-luxe. Weird? Very. Cool? Apparently.
The Health-Goth-scene (therefore: everyone, who is hanging around, underground-style, on the Health Goth Facebook page, was shocked. Their movement has been betrayed. Angry Health Gothers were typing, even angrier, R.I.P. Health Goth lines with the keys of their MACs:
Also the Australian Oyster Magazine, which, different from Marie Claire, belongs to the good ones, to the media, which are entitled to have insider-knowledge, titled: RIP The Trend That Never Was. But did the Marie Claire article really mark the end of Health Goth?
It is the beginning of the end, but not the end. The fashionable awareness (a hand-full of knowers) is going to move on quickly, to the ‘next big thing’, but the wide mass is just becoming alert through a media like Marie Claire. The trend therefore is about to just take off (Merci, Marie!).
Health Goth is a trend, which, like Seapunk, was created on the internet. It is the future-model of the development of trends (and as one can say already the common model of the presence). The internet is a gigantic multiplicator and accelerator. Back in the days it took years for a trend to become mainstream from underground. The entering-barriers to become part of a movement, were much higher:
One rebelled against the parents (Hippies). One would hang around, with black make-up and with creepy people at a cemetery (Gothic). Or would drink all-day, fight, bawl or tear holes in several parts of your body with piercings (Punk).
Today you sit at home, in-front of your laptop, upload pictures, comment, like and share (Health Goth). It never was easier to be part of a movement, therefore it is no surprise, that a movement becomes mainstream faster than a bunny could fuck.
A consequence of our time. Not the over-take of mainstream of the trend is objectionable, but the acted horror by the virtual underground, who feels betrayed.