So upon beginning my entry into noticing the world I happened upon an ad hanging in the windows of Gap, it showed a male (dressed in a cardigan) with the tagline ‘Dress Normal’. To say the least, I was absolutely disgusted. ‘Normal’?! Gap, please define this normality in which you speak of. Do you mean… dress like everyone else and have no sense of personal identity? To just dress in plain matte colours and blend in? Is that the message a clothing brand should be communicating to its audience? To embrace genericality.

 

Personally, I attempt the opposite in my choice of clothing. I don’t want to dress ‘normal’ I want to dress in clothes I think look awesome and stand out a bit. Clothing is a piece of our identity, it is how we illustrate our true self to the world; whether you’re a goth in all black leather pants or a hipster in purple leggings, it’s how you demonstrate your individuality.

 

I hate UNIQLO for the exact same reason. The same cuts of clothing litter the store, simple geneic sweaters, shirts, tees, puffy vests all in the same range of ~20 bland, boring, dull colours. Walking in there I felt physically ill to the point of an increasing sense of anxiety and claustrophobia. The store reeks of boredom and lack of style, individuality and….character… it’s sterile, clinical and sickening. Most people are forced to wear a suit/tie to work, yet even in that they have plenty of range to choose from, plenty of funky patterns and colours; so why embrace a universal uniform that tells everyone “HEY, I’M BORING”, where’s the fun in that?