Lockheed Martin, but Make It Fashion
www.nytimes.com
The American defense contractor, best known as the world’s largest arms dealer, is getting into the streetwear business.
  • AutoTL;DR@lemmings.worldBEnglish
    1·
    10 months ago

    This is the best summary I could come up with:

    Major defense contractors like Raytheon, Boeing and Northrop-Grumman have produced baseball hats, T-shirts and water bottles advertising military-grade weapons like ballistic missiles, rocket-propelled grenades and fighter jets.

    Now, Lockheed Martin, the American defense contractor best known as the world’s largest weapons manufacturer, is allowing its brand to be used in the streetwear business.

    The pieces range from $30 for a T-shirt to $115 for a nylon zip-up jacket, and are aimed at young consumers of South Korea’s growing streetwear market, where oversize cuts and bucket hats reign supreme.

    Doojin’s Lockheed Martin collection harks back to the 2019 gorpcore moment, when outdoor sports infiltrated the season’s biggest trends, including a Louis Vuitton chalk bag for rock climbing, or Prada’s multi-buckled and strapped performance parkas, perfect for any influencer wanting to scale Mount Everest.

    It’s all part of a larger trend in South Korea that started around 2020 called K-licensed Brands, said Young Chul Kim, a street style and fashion photographer in Seoul.

    The designs and types of products offered by Brand Junkie suggest the company seems to be marketing to a totally different audience than Doojin’s Lockheed Martin Apparel, which is focused primarily on the fashion set.

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