The National Brand

While plenty of people will be wearing their red, white & blue colours today in the US in lieu of their 4th of July celebrations, it is worthy to note that patriotic dressing has found itself a comfortable market niche and is more than just an American phenomenon.

After the 9/11 attacks, upscale fashion houses and highstreet alike have worked Union Jack and Stars and Stripes into jeans, handbags, t-shirts, accessories, jewellery, socks, kilts, even sunglasses and shoes. No longer worn solely by the influx of tourists with a "been there, bought the t-shirt" syndrome, the trend is kept alive by youth culture and cutting edge fashion houses who continue to use the motif in their designs. From Burberry to Pringle to McQueen, our national colours have become a marketable and profitable brand.

I'm grateful to note, however, that a red, white and blue fashion craze hasn't taken hold as a year-round phenomenon. Many retailers jumped on the Americana bandwagon but patriotic dressing has yet to make it down the runway into "serious fashion." While sporting a trendy accessory in support of your country is just about justifiable, being clad in an outfit that resembles a flag more than a frock should be avoided.