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SBD/January 24, 2014/Marketing and Sponsorship
Ralph Lauren's U.S. Uniforms Ripped By Critics, Deemed "Ugly Sweater Party" Attire
Published January 24, 2014
IF YOU WANT TO DESTROY MY SWEATER....: The N.Y. TIMES asked several experts to give their impressions of the outfits, and N.Y. Times fashion critic Cathy Horyn said, "The peacoat is terrific; the cardigan invites comparisons to hideous Christmas sweaters." She added the peacoat "is a spruced-up classic that is easy to like, even covet." But the sweater "oddly combines several tastes -- hipster styling, excessive sports graphics and homey patchwork, like what you might see in a traditional crazy quilt." Globe & Mail TV columnist John Doyle said the cardigans are "eye-poppingly awful." He added, "It appears the patches were attached to oversize cardigans by people unlucky to be both colorblind and uncoordinated." Four-Pins.com Editor-In-Chief Lawrence Schlossman: "These are like wearing Times Square on your body. ... My grandma could probably knit something cooler." Esquire Senior Associate Fashion Market Editor Nic Screws: "The key to accepting and embracing the look is to think of it more in terms of a uniform, and for what occasion, rather than as a pure style statement" (N.Y. TIMES, 1/24).
PUTTING ON THEIR BEST FACE: In S.F., Ellen Lee notes The North Face is outfitting the U.S. freeskiing team, and whether the team "returns with gold or not, it's a big win for North Face." Sochi marks the "first time the company has participated in the Olympic Games, one of its biggest sponsorships yet." SportsOneSource analyst Matt Powell said that though the brand's appearance at the Games "won't likely boost sales directly, it will draw attention to its image" (S.F. CHRONICLE, 1/24).