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.
  • uriel238@lemmy.blahaj.zoneEnglish
    17·
    10 months ago

    This is not surprising. Lockheed Martin wants to become Omni Consumer Products or Buy And Large, and become a conglomerate multinational corporation in every market.

    They’re already in the payday loan and prison labor businesses, so they have established big evil corporation cred. I guess military weapons development establishes that well enough.

  • AutoTL;DR@lemmings.worldBEnglish
    8·
    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.

    The original article contains 889 words, the summary contains 196 words. Saved 78%. I’m a bot and I’m open source!

  • XTornado@lemmy.mlEnglish
    6·
    10 months ago

    You know what… one part of me kind of secretly (not anymore I guess) loves this timeline.

  • verity_kindle@sh.itjust.worksMEnglish
    2·
    10 months ago

    At last, we have proper tribal clothing. All these years in the wilderness, now we have swag at Cabela’s next to the camo wine glasses.