The Cool Look of Brand Unity: Landsend


Landsend is advertising its ‘improved line’ of employee clothing via email and on its website.

This might be radical for me to write, but I don’t object to employee uniforms. What once looked tacky & stupid now looks — with age, wisdom, and a preference for comfortable underwear — simple and professional.

Don’t give me that look! It’s not heresy! I haven’t given up my punk rock roots!

It’s a pair of khakis and a polo, for crying out loud. If you work anywhere other than Manhattan or Los Angeles, you are probably wearing this to work, anyway. There was a time in my life where fashion may have trumped comfort, but there have also been times when I’ve rolled into work wearing a v-neck t-shirt and yoga pants. A pair of khaki pants and a polo shirt would have been an improvement.

Wearing a uniform to work may feel as if you are drinking the corporate kool-aid; however, simple clothing choices for the corporate environment make it easy to remember that it’s a job, not a statement about your life & its meaning. I can’t tell you how many times I ran out to Macy’s at 8:45 PM on a Tuesday night because I had a big meeting in the morning and I wanted to wear something new.

Like anyone gave a shit about my clothing choices?

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