Lonsdale Clothing

I always liked Lonsdale clothing. Okay, so I never owned any - well, I might have owned a t-shirt somewhere along the line - but never anything that I've loved like a member of my family. Not like my old Duffer sweatshirt.


The problem I find with Lonsdale, and their new advertising campaign, is I'm sitting looking at images of models in t-shirts and vests and I'm thinking 'so what'?

For my part if I want to engage a clothing brand I want to know what they stand for. What is it that I'm saying to people by wearing their t-shirts? The Lonsdale brand says too much that I have no real concept of style; that I'm a 'me-too' brand copying someone else. I want individuality in my clothing brands, or at least, if I'm going to buy into a mass-produced brand (say, like Abercrombie) then I bloody well want them to be cool enough to warrant myself and 100 other people on the high-street wearing them.

Lonsdale used to be the urban, boxing wear, typically London, in a very similar way to Everlast was to the same sport in New York. It's ironic that Everlast suffer from a similar problem in trying to reposition themselves as a younger fashion brand, they've lose any essence of what made they what they were in the first place.

It's a hard ask as to wear to go with these brands. Glossy full-page spreads in FHM and clean living models, female ones with big boobs, are probably not the answers - unless Lonsdale are sitting on the brand to eek money out of it by flogging it through Myer and K-Mart to bogans who know no better.

The consequence of this will most likely be decline, or very slow growth. Whilst it can be hard to go back to the original roots of the brand, something that you may not want to do anyway, its worth remembering that these brands were born out of sub-cultures, and that without the support of a sub-culture, they will have no oxygen to survive.

Giving Up Pizza

"Wait!" I hear you all cry. "There's no need for such a rash decision."

Okay, so it is, as most things are in my blog, an exaggeration, but what I am giving up are any pizzas purchased from Dominos and Eagle Boys.


Dominos: Unlike the boxes, not stacked

First, Dominos. I ordered one of their cheap pizzas a few months back - the sort that cost you less than the bottle of Coke you also bought with them cos you found some ridiculous deal on the back of a supermarket receipt. Now, I realise it was cheap, but 1 piece of pepperoni per slice is taking the piss. This isn't going to bring me back to order more, no matter how cheap they are. I realise the pizza still technically qualifies it under the description of 'pepperoni' pizza but there really should be some sort of law on the amount of toppings required to justify its name.


Eagle Boys: An eagle & a boy, no pizza in sight

Then comes Eagle Boys. Now Eagle Boys have got more sneaky - their pizzas are as cheap as Dominos, but they offer a $3 deal where you can double the toppings, tacitly acknowledging that they ain't putting enough on in the first place. We ordered two - on they forgot to double our pleasure, and the other was so swamped with toppings, it was impossible to eat as most of them had failed to cook or heat properly.

So I'm giving both venues up. Style and slick marketing have over-taken the basic requirement to provide quality food, or at least quality food for the level of investment. As Dominos cuts its price over and over, and Eagle Boys match every offer and even accept the competitor coupons, the inevitable out-come is that the food will become inedible.

Both outlets are crying out for a 'premium' option. One that can be delivered to your house, or collected and is made, and priced, like a PROPER pizza. Asking the consumer to throw another $3 at a problem isn't a long term solution. 'Premiumisation' has swamped every other industry; it can't be long before the pizza fast-food industry joins the band-wagon.

I once sat on a judging panel for a student business competition with one of the marketing team from Eagle Boys, and he markered a team well for creating a 'build 'em cheap and stack 'em' new pizza flavour, something he said was successful in his industry.

I'd now question him as to whether anything in his industry WASN'T conforming to that model. It's all stacked high. None of it is boutique.

I'll sit here and wait for the flyer for the pizza company selling me premium pizzas for $20 a pop. It has to come in the end. Otherwise this is where the industry will end up...

Male at Parklife Festival

Male at Parklife Festival
Originally uploaded by Carbon Images

This guy was originally crashed out on his own when I saw him, but after a while he got up and started talking a girl who is to the left of this picture. He was pretty cool when I asked him if he'd pose, and I took about half a dozen shots. This was my favourite. The socks and the tatts...look fantastic...