I was talking to my teacher about how to improve my writing and he suggested applying what I was learning in class to writing about something I’m interested in. So I thought that I could put some thoughts I had about wtaps and w)taps onto the page What I’m trying to do is make an argument about whether wtaps is or isn’t a lifestyle brand. I’m probably going to post the first draft so criticism of the writing is greatly appreciated so I can improve my writing/my argument in the future. Right now I don’t think I’m defining how the brand fits this idealized man/ lifestyle he lives well enough, also I think I’m going to remove this bit about stylisticsspace, he doesn’t fit wtaps as well as I thought when I was planning this. Hoping to post this in the actual wtaps thread when it’s done. Trying to not fill the wtaps thread with pure pic spam LOL. Trying to make the wtaps thread the best it can be :P
I was going through the wtaps thread earlier and there was a discussion about whether wtaps was a “lifestyle brand or not” and I wanted to add to that discussion. My overall opinions are that wtaps is a lifestyle brand but w)taps is not. I’m going to define what a lifestyle brand is and how I define these lifestyles use stylistics space for examples of what these men wear. Milspex and Stylisticsspace are the two biggest wearers of w)taps and wtaps in general. I’m going to use stylisticsspace to help define the wtaps man. This is because there is no one wearing all or mostly wtaps (that I know of). I’ll include an album of stylistics and mix it with pics of the yosuke kubozuka editorial, which in my opinion is the best example of someone wearing all wtaps, so hopefully you will see that stylistics is close enough.
First I’d like to make an assumption that there is a distinction between wtaps (brand after ~’08) and w)taps. This topic really deserves its own post (I’ll give my thoughts on this later hopefully…)
So to me a lifestyle brand is a brand that tries to sell a desireable lifestyle to consumers. The way I’m going to define this lifestyle is by first defining the wtaps and w)taps man. The lifestyle these idealized men live is the lifestyle the brand is trying to sell. So in order for the brand to be a lifestyle brand the lifestyle portrayed has to be sellable.
To me the w)taps man is not Japanese, but with a very strong interest in Japanese culture. The w)taps man dreams of being a navy seal stationed in japan, but isn’t cut out for special forces (most people aren’t) In his adoration for the military he wears a large amount of military gear. He probably plays airsoft or paintball or some military simulation.
W)taps fits this lifestyle to me because of the distance between the real military surplus and the reinterpretation. W)taps would take a piece of military clothing or gear and change some things about it, but the overall form would be very reminiscent of the original. For instance the w)taps x porter collab in 2002, it was heavily influence by the Gregory um-21. What characterizes the um-21 is a lot of straps, modularity, impracticality and the instruction book(I’ll repost this, it’s in the wtaps thread). The two look different, but those characteristics are still in the w)taps x porter collection. The whole collection is modular and the straps are still there but toned down. Other things are amplified like the lack of practicality (special force never used it because it was so heavy). Stylisticsspace owns the rolling luggage thing (need to find the real name) and it is so heavy that it can’t be brought on a plane. Milspex owns a lot of the collection and he notes that some of the zipper garages are oriented up so that they catch the rain rather than deflect it. So the w)taps man is close to being a real soldier, but he isn’t quite there.
The reason w)taps isn’t a lifestyle brand to me is because the lifestyle of the w)taps man is not desirable to the vast majority of people. So the brand (w)taps) doesn’t sell on this point. Rather it sells on other points such as interesting design and authenticity.
The wtaps man has a more desirable lifestyle to the average consumer. The wtaps man was in the military and still has his old uniform, but it was modified by him throughout his service. He wears it sometimes, but most of the times he dresses like an average person. He managed to stay in the country he served in after the war and settled down and married a woman in the country.
To fit this man into the life style I want to focus on the modification bit, this is exaggerated by wtaps in my opinion. To use an example take the double-breaster bomber jacket trench coat thing from this season. It takes the fabric of the bomber jacket and some of the connotations behind the garment and applies these to a new form. The orange lining says escape and evasion on it, when the orange lining/ blood chit is showing on a bomber jacket is showing this means the pilot crashed and is in the midst of escape and evasion. To reuse the porter collab example, this would be like if they took the um21 and made a jacket based on this.
The same thing is found, but less drastically the Extreme prejudice vests/jackets. The ones that say extreme prejudice on the back and have a bunch of added zippers. The soldiers in Vietnam added zippered pockets to their uniforms; I have an example from a militaria forum I will find in the future when I’m not busy. This example also has writing in the on the back, but the writing is more subdued/harder to see. (In the future I’d like more examples for both brands, feel like this part is weak :S)
Any criticism appreciated, my main goal of writing this is to try and improve my writing while, hopefully, contributing something interesting to the wtaps thread beyond just pic spam.
Sort of ashamed that I wrote all of this, I feel pretty uncool right now. LOL
UM21 Manual
http://soldiersystems.net/blog1/wp-cont ... manual.pdfwtaps x porter manual
Stylistics/yosuke
Album of pics mentioned + pictures of modified soldiers uniforms