WEBVTT Kind: captions Language: en 00:00:01.900 --> 00:00:07.660 Fashion! It's something that genuinely interests me, and.. confuses me at the same time. 00:00:07.660 --> 00:00:11.640 Maybe you feel the same way. Maybe you don't care. OK, great. 00:00:12.140 --> 00:00:16.040 OK, so you're telling me, this is not confusing to you? 00:00:16.040 --> 00:00:17.540 *Laughs* 00:00:17.540 --> 00:00:22.100 You're telling me this? This GUCCI face mask isn't confusing to you? 00:00:22.100 --> 00:00:24.160 Can you imagine wearing this while robbing the bank? 00:00:24.160 --> 00:00:28.220 "Hand over all your money??", "But you already have so much money!" "You goddamn right I do! 00:00:28.220 --> 00:00:29.240 *laughs* 00:00:29.240 --> 00:00:31.240 Something i have noticed lately and maybe you have is well 00:00:31.240 --> 00:00:33.240 It's been going for a while 00:00:33.390 --> 00:00:38.790 fashion and memes are becoming more and more intertwined. Gucci is the prime 00:00:38.790 --> 00:00:44.190 example of memes and fashion coming together. A few years ago they even did a 00:00:44.190 --> 00:00:49.140 campaign purely based around memes to sell their watch, and you know what it 00:00:49.140 --> 00:00:53.840 was actually pretty good. "when he buys you flowers instead of a GUCCI watch 00:00:54.460 --> 00:00:55.420 Relatable! 00:00:55.420 --> 00:01:03.120 "buy milk, call mom, wash car, new watch, that's the thing it actually worked 00:01:03.120 --> 00:01:06.460 worked they actually pulled it off pretty well I have to say. I think that's 00:01:06.480 --> 00:01:10.710 really interesting because a lot of brands try to use memes in their 00:01:10.710 --> 00:01:16.640 marketing as a way to appeal to a broader audience but it rarely works. 00:01:16.650 --> 00:01:22.200 We have so many cringe-worthy examples of this is failing completely like Xfinity 00:01:22.200 --> 00:01:29.520 have their... the Memestiens! "XFinity presents the Memestiens" "I don't like 00:01:29.520 --> 00:01:36.310 where this is going" Xfinity is crazy fast!" "almost as me NOOB!" 00:01:36.310 --> 00:01:40.880 "you don't know what you're doing here" and of course the classic eating spicy 00:01:40.880 --> 00:01:49.010 goodness LIKE A BOSS "eats spicy goodness LIKE A BOSS!" Yikes! 00:01:49.010 --> 00:01:52.460 but probably one of the reasons why Gucci was able to pull it off is because 00:01:52.460 --> 00:01:57.740 memes and fashion make sense in a way although I'll be lying if I said it didn't confuse me. 00:01:57.740 --> 00:02:02.119 this is the first piece of clothing that shows up if you go to 00:02:02.119 --> 00:02:08.270 GUCCI's website, GUCCI has really been the forefront of the meve...meme movement 00:02:08.270 --> 00:02:14.390 maybe that's not true actually but they're one of the bigger ones. Like what is this? they're just clearly just taking the piss! 00:02:14.390 --> 00:02:19.520 they have to be. The fall and winter hey you want a dress like this one only 00:02:19.520 --> 00:02:22.970 a couple grand and you can look like this. It almost feels like a social 00:02:22.970 --> 00:02:27.170 experiment of getting all these models in and being like "can we trick these 00:02:27.170 --> 00:02:32.060 models into thinking they're actually showing off our clothes" anyhow if you 00:02:32.060 --> 00:02:38.450 look at GUCCI maybe ten years ago you get very different type of looks it's 00:02:38.450 --> 00:02:43.850 very plain it's very simple it's very clean very cut and dry their brand 00:02:43.850 --> 00:02:50.690 represents very much how memes work it's loud it's colorful it's obnoxious 00:02:50.690 --> 00:02:56.090 it doesn't take itself seriously you know what used to be a parody is now 00:02:56.090 --> 00:03:00.510 wri... becoming reality in a way and other brands have embraced this 00:03:00.510 --> 00:03:06.150 fashion meme pretty literally you have Vetements another great brand that I like 00:03:06.150 --> 00:03:11.340 they had this famous raincoat where they wrote literally the definition of a meme 00:03:11.340 --> 00:03:16.409 at the back of it and their clothing really represent the whole idea of loud 00:03:16.409 --> 00:03:22.280 not too serious this guy literally even looks like me what is this. *Laughs* 00:03:22.280 --> 00:03:27.900 I thought it was so cool and so different for having the goofy glasses when I 00:03:27.900 --> 00:03:34.220 displayed my merch well turns out it alter reality PewDiePie already exists 00:03:34.220 --> 00:03:38.040 excuse me lady I think those pants are a little too big 00:03:38.040 --> 00:03:43.820 another another brand that embraces the meme is Balenclaga you probably seen 00:03:43.820 --> 00:03:52.860 these look at this dude! okay I ironicly like this one how much is it 1,500 (agh!) 00:03:52.860 --> 00:03:58.170 Balenclaga (Igah?) which has the famous sneakers the triple-s which are this these 00:03:58.170 --> 00:04:03.389 gigantic colorful sneakers I remember when I was in Japan all the.. all the 00:04:03.389 --> 00:04:08.370 Japanese kids had these shoes, these $800 sneakers and I was so confused by it I'm 00:04:08.370 --> 00:04:15.000 like "how did all these kids afford these items? there's no way!" "I think whoever 00:04:15.000 --> 00:04:19.440 designed these was just like how much can we (blah) with sneaker heads and make 00:04:19.440 --> 00:04:25.620 the worst shoe ever made that they still will probably buy" cmon! I think I think 00:04:25.620 --> 00:04:30.780 the black ones are..are pretty cool...no? alright. You probably don't care that this 00:04:30.780 --> 00:04:34.500 is so random for me to talk about but I do think it's very interesting how these 00:04:34.500 --> 00:04:40.199 these brands have embraced this different look on fashion completely and 00:04:40.199 --> 00:04:46.169 you have these classic brands like GUCCI and Louis Vuitton that used to be very clean 00:04:46.169 --> 00:04:52.530 very simple only high-class people really buy these items because they're 00:04:52.530 --> 00:04:56.639 the only ones that can afford it and have any reasons to buy it but now since 00:04:56.639 --> 00:05:00.620 people want to buy into that feeling of feel.. of being very luxurious 00:05:00.620 --> 00:05:04.530 they don't just want to buy that but they also want to display that you know 00:05:04.530 --> 00:05:09.030 people people are just gonna buy an expensive item they clearly want other 00:05:09.030 --> 00:05:13.650 people to know that it's an expensive item you wouldn't know that this is all 00:05:13.650 --> 00:05:22.030 Louis Vuitton while it's pretty clear on this outfit *Laughs* clothing really is such a huge 00:05:22.030 --> 00:05:26.620 part of our language uhh.. the expression is "you are what you eat" but it really 00:05:26.620 --> 00:05:30.580 should be "you are what you consume" you know obviously people want to associate 00:05:30.580 --> 00:05:35.139 with these luxury brands and it's become so popular especially with Soundcloud 00:05:35.139 --> 00:05:39.370 rappers which are practically memes themselves you know colorful, loud, 00:05:39.370 --> 00:05:45.909 obnoxious, this exact same thing, uh Lil Pump embracing GUCCI GUCCI gang even 00:05:45.909 --> 00:05:50.319 tattooing it on himself that's how hard they want to be part of this brand 00:05:50.320 --> 00:05:57.190 Savage 21 with Saint Laurent, Takeshi 6ix9ine it's all the same thing. When me and 00:05:57.190 --> 00:06:00.680 Marzia were in Japan we stayed there for a month and we lived in the fashion 00:06:00.700 --> 00:06:06.130 district so we were constantly surrounded by people very often wearing 00:06:06.130 --> 00:06:10.569 the exact same type of clothes or the same brands at least I felt like I had 00:06:10.569 --> 00:06:15.280 to buy the same type of brands because I wanted to belong you get that feeling of 00:06:15.280 --> 00:06:20.080 you want to be part of the group and I think that's largely why so many kids 00:06:20.080 --> 00:06:25.210 now are just buying into this hype beats meme because people want to feel like 00:06:25.210 --> 00:06:28.870 they belong they're part of it. Which there's nothing wrong with of course I'm 00:06:28.870 --> 00:06:33.250 not judging that I just find the interesting of men's fashion especially 00:06:33.250 --> 00:06:38.380 had just takes such a massive shift because of it because usually high-class 00:06:38.380 --> 00:06:44.430 clothing used to be so preppy but now luxury items is available for anyone to 00:06:44.430 --> 00:06:50.139 wear even if you're not into that type of style they with the hypebeast it's 00:06:50.139 --> 00:06:55.870 really more about a sporty type of look so you can wear expensive items while 00:06:55.870 --> 00:07:00.460 still not feeling like you're too far off from yourself this is just me 00:07:00.460 --> 00:07:05.080 speculating there's no hard facts here but I think that's why hype beast has 00:07:05.080 --> 00:07:09.909 become so popular all the kids want to show that yes I have money when in 00:07:09.909 --> 00:07:12.969 reality they're probably just spending whatever money they have on these 00:07:12.969 --> 00:07:17.520 expensive items or asking their parents to buy it just so they can 00:07:17.520 --> 00:07:21.270 feel like they're part of the group. I'm not an exempt from it I feel the same 00:07:21.270 --> 00:07:24.990 way, like I said when I was in Japan I really was like "oh I want to buy this 00:07:24.990 --> 00:07:30.179 because everyone else has it" you know uh it's hard to ignore it even if you are 00:07:30.179 --> 00:07:34.409 aware of it supreme is such a brand example because 00:07:34.409 --> 00:07:38.099 usually they're famous for just literally slapping the logo on it's like 00:07:38.099 --> 00:07:43.319 yes hello I am wearing supreme as well how do you do and that's the thing about 00:07:43.320 --> 00:07:48.960 memes as well that really relates to fashion because memes is being part of a 00:07:48.960 --> 00:07:54.240 group as well it's part of being a joke group "hah, look we understand the same 00:07:54.240 --> 00:07:58.499 joke" that's why memes are so obscure so that you feel like "oh I get it 00:07:58.499 --> 00:08:05.699 other people probably don't get it but I get it so I I belong in this joke group" 00:08:05.700 --> 00:08:09.569 I wonder if I could get away with charging hundred sixty pounds for a 00:08:09.569 --> 00:08:14.400 sweater. People were so mad at me and Marzia for is a completely signed up our 00:08:14.400 --> 00:08:18.389 hoodie for a hundred dollars which is ethically produce as well which means it 00:08:18.389 --> 00:08:22.979 cost more and and the margin that we put on it is super fair but people got so 00:08:22.979 --> 00:08:28.289 angry meanwhile let me just buy the supreme like how these turtleneck with 00:08:28.289 --> 00:08:35.550 the logo on this side are becoming more popular now as well hmm...*Laughs* what confuses me 00:08:35.550 --> 00:08:42.779 the absolute most about this fashion meme movement is: who buys the stuff? Who is 00:08:42.779 --> 00:08:46.949 buying these things like the shoes okay alright they're crazy but they're kind 00:08:46.949 --> 00:08:51.389 of cool I get it but that face mask who buys that face 00:08:51.389 --> 00:08:56.550 mask who's buying it?! okay, and that's the thing you go here on GUCCI's website 00:08:56.550 --> 00:09:01.500 like "okay, not my style I would not wear any of these but then you have this and 00:09:01.500 --> 00:09:05.399 it's like "huh that's actually pretty cool I quite like that" how do you go 00:09:05.399 --> 00:09:12.420 from this clean-cut and nice all right to this is?! is that there just to 00:09:12.420 --> 00:09:17.790 promote this is there anyone buying these? I'm so confused 00:09:17.790 --> 00:09:25.620 who's buying the face mask? I don't understand! 200,000 likes I'll 00:09:25.620 --> 00:09:29.560 buy it for a meme. I just don't get it. "But Felix it really 00:09:29.560 --> 00:09:31.560 just all just boils down to taste" 00:09:31.600 --> 00:09:37.640 really? really? Is that... you would... have you seen anyone wear this?! Have you seen 00:09:37.649 --> 00:09:42.180 anyone wearing this? It just hit me that someone should just make a completely 00:09:42.180 --> 00:09:50.880 meme brand and just create these obscure clothing items but super high prices on 00:09:50.880 --> 00:09:55.440 them and people will just buy it because it's expensive and it's loud and it's 00:09:55.440 --> 00:09:59.660 out there and it just hit me that's what people are doing that's what's happening 00:09:59.660 --> 00:10:04.770 god dammit *laughs* alright that's all I had to say do you 00:10:04.770 --> 00:10:09.180 agree with me? Do you disagree? don't get me wrong though I do really like a lot 00:10:09.180 --> 00:10:14.580 of these brands and I find it very interesting to see this change ah 00:10:14.580 --> 00:10:19.290 development it fascinates me because what we decide to wear really tells a 00:10:19.290 --> 00:10:25.050 lot about who we are for real though I will get that facemask 200,000 00:10:25.050 --> 00:10:30.440 likes let's get it. Alright bye!