Image: Betabrand
It is rare to find a clothing brand that doesn't take itself too seriously.
Or comes with a mission other than trying to get you to spend your hard earned
cash on some clothes you actually don't need.
San Francisco-based clothing company Betabrand is different. Not only a
beta but also a better brand (pardon the pun). Founder Chris Lindland's goal is
“not to try to create the coolest, most cohesive line of clothing, but to
create the most conversation-worthy line of clothing,” products that will
generate “new, fun, cult-y talk.”
Image: Betabrand
And indeed, the two-year-old company somehow manages to come up with a new
product every week. Take its Cordaround pants for example, a collector's item
that kind of started it all. As the name suggests, they are horizontal corduroy
pants. Broad corduroy stripes to accentuate an ass-et that's usually kept under
wraps. But it somehow works, maybe because it makes us obsess less and smile
more?
Image: Betabrand
A recent addition is the Mark Zuckerberg-inspired Executive Hoodie. Yup,
that's right. Look corporate and stylish during important events without having
to let go of the comfort of your favorite hoodie. So next time your company
goes public, you can make a fashion statement too.
Betabrand's clothes are thought-out and designed from the bottom up - from
the community for the community - not top down as it often seems with designer wear without any practical appeal that some design guru thinks you may crave. No, with items like
Dress Pant Sweatpants, Bike to Work Pants and Reversible Drinking Jackets,
Betabrand is there with clothes when and where their customers need them.
Image: Betabrand
In case of the Disco Pants, for example, this can have stunning results,
with golfers and Burning Man enthusiasts loving them equally. Talk about
bringing the community together! A personal favorite is the reversible
corduroy-brocade smoking jacket (see image on top). It's business by day and Hugh Hefner by night
because you just never know when opportunity knocks. Kind of like Barbie's
reversible line of clothing (business woman by day, party girl at night) of the
'80s finally come to life.
Sign up for Betabrand's email newsletter (99% fiction, 1% fashion) for more
quirky news or photograph yourself wearing one of the company's items and you
could be part of the Model Citizen Wall of Fame.
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