Thursday, September 21, 2006

Start Spreading the News...

In the space of just four days, two news organizations ran features highlighting miltary fashion. This one on the left was in the New York Post, one of America's largest papers, touting the hipness of camouflage and military clothing in all of it's various facets. Notice that two Rothco products are prominently featured, our Vintage Blazer and our new Desert Camo Tank. Thanks to Soldiercity for the placement and the copy of the article.

The second article was run by the news agency Reuters that focuses on financial and corporate news. It discusses the relationship between world events and the current military fashion trend. I'm no political analyst, but it is surely more than coincidental that there is a great demand for military fashion at the same time as we are in our most serious conflict since the Vietnam War. Now that I think about, the '60s were a strong period for military clothing as well.

The article by Claudia Parsons speaks about what I call the 'CNN factor' where images appearing frequently on T.V. make them known commodities to the consumer market:
"With the United State engaged in wars in Iraq and Afghanistan, images of khaki-clad soldiers appear on television news daily.

"World events often times influence fashion, and that's why we're seeing accents of military," said Sherry Maysonave, an image consultant and author of "Casual Power." "These images have an effect on our psyche."

"Camouflage is huge even in children's and babies' wear, not just adult fashion," she added. "

You can read the whole article here:

Reminds me of the old Talking Head's song, "Life During Wartime" where David Byrne confronts the paranoid early '80s with a song about about going underground. If the times seem a little scary to some people, then the best way to confront it is to be prepared and attack it straight on, outfitted for combat. As I've said in earlier blogs, the Rothco military clothing customer is a bit edgier and tougher than the average person and is looking for clothing to make that same statement. In any case, it's selling for men, women, children and babies. As I type this, an e-mail has just come across my desktop announcing the addition of new Infant Camouflage Crib Caps in Woodland & Baby Pink Camo (see picture). And it's appearing in newspapers all over the country.

You, too, can get that same kind of exposure, especially in less populated areas. Newspapers routinely list e-mail addresses of their correspondents, so look for the address of the style or feature writer for your local paper. You can look in the print edition or on their website. Send them some images of Rothco fashion from our website and let them know how popular they are in your store or just point them to this blog. Guide them towards the latest camo fashion items available in your store, right in their local area. It will be a good story for them and great publicity for your business.

Speaking of baby camo, we've been doing so well selling camouflage fashion clothing for men, women, kids and babies that we've added a new line of girls' camouflage clothing and it's done very nicely. After years of outifitting thousands of kids with smaller versions of our real military clothing, it's fun to be selling such fashionable clothing for girls, especially since I'm the father of three girls myself.

You can see our full line of girl's clothing at or go here:
Rothco Girls' Camo Clothing

I'll look for your store in the headlines.

John Ottaviano