Just when we thought every remotely famous entity on earth had a clothing line, comes this: As you’ve probably heard if you went on the Internet today, the cash-strapped U.S. Postal Service has made the befuddling and maybe desperate decision to launch a clothing line of its own. The USPS announced the “new product line” of all-weather “smart apparel” called “Rain Heat & Snow” in a press release yesterday.
But rather than just mass produce the postal service uniform items we all covet–or even a fashiony reworking of said uniforms a la this Project Runway episode–it sounds like the USPS is actually trying to create something that will stand on its own and attract legitimate fashion industry attention.
On one hand, the project lends it self to many jokes; but on the other hand, it’s begging to be taken seriously, and trying to position itself as a legitimate fashion brand. No, like, it actually is. For one, it’s partnering with an Ohio-based apparel company called Wahconah Group Inc. to focus on “smart apparel–also known as wearable electronics.” Which sounds kind of ridiculous, but from a business standpoint, brands that focus on a niche market–in this case high-tech apparel–often perform better than brands without a distinct point of view. It also means they won’t be doing any of the actual designing which is probably smart considering they don’t even have time to make deliveries on saturdays.
Secondly, the USPS plans to open a space in the Garment District “to showcase their apparel lines to the fashion industry,” per the release. The company hopes to get “Rain Heat & Snow,” which is a mouthful, into “premier department and specialty stores.” Isaac Crawford, CEO of Wahconah Group, Inc. tells ABC News that this is going to be an “image-conscious, first class, high end line.” (First class, huh?)
Like the USPS, the Garment District isn’t doing so hot these days, so at least they have someone new supporting New York manufacturing. We’re sure Mayor Bloomberg will be pleased. Plus, it’s a great way to get on the radar of the CFDA–who is currently accepting nominations for this year’s CFDA Awards.
Okay that was a joke. While we don’t actually think “Rain Heat & Snow” will be the next Billy Reid, is there a remote possibility that it could actually be successful–cool even? Could everyone end up eating their pun-filled words? Yes, we think there is a remote possibility.
Don’t look at us like that.
It is a “heritage” brand, right? Maybe they could bring in some emerging designers to design capsule collections? Perhaps they could even partner with recently reunited band The Postal Service for some extra cool cred? Right? It could work.