Clothing company J.Crew took a blind leap with their latest apparel line and CEO Tyler Wilkinson will be the first to admit it. "It's a risky move, but studies have shown that the more urban our environment becomes--growing impermeable surfaces: more asphalt, more concrete--the more flooding we will experience. J.Crew wants to capitalize on this growing trend that also has links to global warming."
What is the new line trying to accomplish? "The clothing line says, 'Yeah, there's a flood, but I'm not bothered by it. Just look at how calm I am in my new Receding Water Chinos,'" said Jon Weller, J. Crew's head of marketing. "These are clothes that I would personally wear in a flood situation."
"The casual floodwear really projects a steady-as-a-rock attitude in the heat of potential catastrophe that says, "What y'all worried about, that river ain't risin'. And, make sure you get all that sand off the outside of the sandbag before you go and hand me that thing. Have you lost your mind? What's all the fuss and rushing around about? Relax, the sandbag dam will be built.'"
Look for the new line in stores now, which includes, Sandbag Sleeveless t-shirts (made from real sandbags), River Crest Cargo Shorts, Receding Water Chinos, Relaxed-fit Shovel-that-Sand Jeans and much, much more.
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