herald

Friday 17 August 2018

Boot this fashion trend into touch

If, like me, your wardrobe is simply divided into hot and cold, then a season such as autumn can be a particularly trying time. You either perish in summer garb or sweat in winter ones.

The idea, though, that you must change your clobber with the turn of every season is a marketing ploy I have always refused to give into. If my sweaters don't match the golden leaves as they tumble from the treetops it's because I would rather be prepared for the snowflakes that are to follow. If you get my drift.

And the powers that be running the fashion world are at their most unscrupulous when it comes to footwear. It is the elements of a particular season which should dictate what people wear on their feet, but the notorious UGG boot has turned that simple logic on its head, and women think it's fine to be parading the streets in any season wearing boots lined with sheepskin.

Now the makers of the UGG boot are trying to put the shoe on the other foot, as it were, and have this year launched the UGG boot 'for men'. This is an old trick, and every bloke knows that products such as Nivea For Men, Head and Shoulders For Men or Rogaine For Men all began their lives on women's shelves. And just because some bright spark in the UGG marketing department realised the company was missing out on a whole demographic doesn't mean sneaking 'for men' into the logo will have us fooled.

But UGG makers have employed the services of American footballer Tom Brady to endorse the boot over there. Brady is, of course, married to supermodel Gisele Bundchen and the couple recently knocked Jay-Z and Beyonce off the highest step of the 'richest couple' ladder. So quite why he has to flaunt a pair of UGG boots on the top rung is anyone's guess.



stunt

The UGG crowd tried a similar stunt last year and one pal of mine even gave in, thinking it would make him look younger and more metrosexually attractive. But it doesn't work like that.

Jockey, the original makers of men's Y-fronts (or jocks) tried a 'Jockey for Her' line in 1982 but were forced to discontinue it in 2002 because of distinct lack of interest.

While I can't brag about getting into that many women's knickers in that 20-year period, of the ones I did I can confirm none of them were ever 'Jockeys for Her'. Perish the thought.

So the idea of setting foot in women's UGG boots with a 'for men' tag this autumn . . . I'll be six feet under before that happens.

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