PATCH POP CULTURE > Patches
have always been a big part of Americana. Who can forget the ubiquitous
American flag patch on the left arm of Neil Armstrong’s space suit when
he made his first walk on the moon? In fact, whenever Armstrong
autographs his official photograph, he takes great care to write around
the patch! Some 30 years later, patches have reentered the atmosphere
of mainstream America through an unlikely vehicle—a foam-fronted,
mesh-backed trucker cap sporting John Deere and Caterpillar-type
embroidered patches. It’s not quite as distinguished as a NASA space
suit; but today, it’s all about the new MTV “Punk’d” generation of
hip-hop and surf-skate culture, which prefers a retro fashion look.
Furthermore, mega-celebrities such as Ashton Kutcher, Justin Timberlake
and Cameron Diaz are all wearing these traditionally working-class caps
emblazoned with Midwestern-valued corporate logo patches. Think Chevy,
Ford, Peterbilt and Mack Trucks—not Gucci, Prada, Armani and Versace. The
entertainment industry has already clued in to the use of patches.
There are more than 60 pages of collectible embroidered patches for
sale on eBay listed under “Entertainment Memorabilia.” Some are from
musical artists such as the Linkin Park, Rolling Stones and No Doubt,
movies such as Spider-Man I/II, The Hunt for Red October and Fight Club, and television shows such as The OC, Baywatch and CSI.
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Model
Nikki Hilton poses with Nicole Richie outside The Standard Hotel in
West Hollywood, California. (Photo by David Klein/Getty Images)
What does this spell for the promotional products industry? P-A-T-C-H-E-S
A-R-E B-A-C-K. Since Armstrong’s “moonwalking” days, most companies
have opted for a “low pro” direct embroidery style for wearables, but
today’s more retro and industrial trends tend to favor decorating
corporate logos with higher-profiled embroidered patches, especially
when targeting a younger demographic.
How
do we know this? The proof is in the patches. At the moment, kids in
the U.S. are shelling out $40 to $90 for trucker caps with Von Dutch
embroidered patches—and the patches alone are fetching $20 to $40!
Indeed, patches have again become as American as apple pie and the
promotional products industry is in for a huge slice of the action.
