There are objects so iconic, so classic, so brilliant, that their basic design prevails despite the ever-evolving world around them.  The simple elegance of an oxford shoe, the molded comfort of an Eames Lounge, the militaristic utility of a trench coat–there’s something about each that is undeniably right.

Edward Green captoe oxford

Some gained notoriety through their utility—messenger bags, for example—and others, such as Beatle boots, for the people who wore them.  Some are sensational, and others are downright normal.  We can revise, revamp and revisit these classics, but their basic elements remain.

Beatle boots, a Cuban-heeled derivative of the Chelsea boot

Truly appreciating these items and their place in our world, at least for me, comes from knowing their history.  What made a Savile Row suit the pinnacle of men’s tailoring and refinement?  Why is a Les Paul the end-all-be-all of guitars?  How many competing designs were there to the YKK zipper?

The answers to these questions are the essence of desirability in our consumer-driven culture. They distinguish real from fake, authentic from trendy, staid from fly-by-night.  Marketers, when creating a brand image, try earnestly to manufacture it, and envy those with it to no end.  These answers are history, and history has a way of opening up doors and broadening horizons.

Emma Watson for Burberry

Tell me that I simply need a $1,200 Burberry trenchcoat, and I won’t believe you.  But, tell me that the water/wind-resistant gabardine material was created by Thomas Burberry himself in 1888, or how it was commissioned during World War I to replace soldiers’ personal coats, or about the need for epaulets to fasten soldiers’ packs and gas masks, and then I begin to understand that it’s more than just cotton and polyester.

Vintage Burberrys ad, before the “s” was dropped.

Further, tell me how King Edward VII used to refer to his by name, as his “burberry”, and mention that Dustin Hoffman purchased one to celebrate his promotion in Kramer vs. Kramer.  Then, it becomes more than just a coat—it’s an institution.  One that has helped shape the modern world alongside the Enfield rifle and mustard gas.

Burberry ad, circa 1908

Now, when I see a trenchcoat, I’ll know that there’s also function to that iconic form, and I may even consider wearing one instead of my snowboard jacket when it rains.  Learning the history of these items helps us understand where these tangible, everyday things fit into our lives.

Putting things in context gives character to the lifeless and adds interest to the everyday. For someone inexplicably product obsessed as I am, it’s also downright fun.

In my fleeting 26 years of life, I’ve learned that curiosity is both my biggest strength and weakness.  I yearn to know more, yet it sometimes causes me to unknowingly, and awkwardly, stare at someone wearing something that catches my eye.  Rather than fight it, I’m hoping to channel it for everyone else’s enjoyment, and use it as a vessel for good instead of merely awkward moments.

Speaking of awkward…Burberry Prorsum Spring ‘08 (Photo: Don Ashby & Olivier Claisse)

In my new weekly column, In Context…, I’ll explore the history and progression of various products and brands into their current iterations through research and interviews.  One week may be a chair, the next week a running shoe.  Where possible, I’ll add some sweetener to the mix by discussing these things with the people who really know them, designers, label heads, maybe even a historian or two.

Not much is certain about this wild pony ride but this one thing: I’m going to learn plenty.  I hope you do, too.

Eames lounge and ottoman, courtesy of Wikipedia

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To see more from David Mongan, visit: http://evilmonito.com/author/dmongan

Published on 5 November 2009 | 2 |