Fashion
Think about it. Isn't it funny the way
beers fade in and out of vogue as quickly
as collars or cuffs, silks or chiffon? Right
now a locally brewed craft ale might be in
style, but come the summer a big brand
lager may again have its day. Adding fruit
flavours to beers has become quite a
trend here in London, as in the rest of
Europe, but the time will come when an
old-fashioned throaty stout is all the rage
once more. Every choice our man in the
pub makes, from his football team to his
wristwatch, from his dinner to his dog, is
motivated at least somewhat by a desire
to be part of something, to fit in, to be
seen in a certain way, or just to feel a
certain way about himself.
BEER
Every person
you meet is
telling a story
without even
speaking, in
their clothes,
their hair,
their skin,
their eyecontact, their
bodylanguage.
COLLARS
Even the least fashion conscious among
us (and I'm thinking squarely of the
stereotypical 'pub male' here) has spent
a lifetime cultivating his look, his
attitude. Every decision is relevant, every
non-decision a choice in its own right. He
wears certain clothing, likes certain
music, has certain opinions, and all of
these things say something about him,
contribute to his existence, his being, his
impact. And crucially, he knows it.
WRISTWATCH
Sleeves Magazine
16