A Sears corporate press release quotes an unnamed Army spokesman extolling the new line for melding the “Army’s timeless traditions with iconic styling.” And following the Republican convention, the fashion blog Haute Concept added this note: “Now gun-toting soccer moms like Sarah Palin [can] get all their fight gear with one stop!”
“Strong brand identification through retail sales of products potentially can enhance the Army’s recruiting efforts and the public’s general goodwill towards the Army and its activities,” the Army said in its statement Monday evening. “The various marks can help build unit pride and esprit de corps, raise public awareness of the Army, support its recruiting effort.”
Evidently, they're looking for an edge into that vast, untapped market -- fashion-conscious twelve-year-olds.Robyn Kures, a Los Angeles-based spokeswoman for the fashion launch, said “every tag, label, design and final product sample must be approved by the Army before it is sold.”
“The apparel is inspired by the rich tradition of the U.S. Army; there are no political statements, just high-quality and high-style apparel,” she said. “All American Army Brand will roll out several collections, consisting of a range of styles and silhouettes, from T-shirts, hoodies, henleys and denim to knits and outerwear.”