SEPTEMBER 2004  
     
   
 

Compiled by Sonya Castex, PPB

PATCH POP CULTURE >
   Patches have always been a big part of Americana. Who can forget the ubiquitous American flag patch on the left arm of Neil Armstrong’s space suit when he made his first walk on the moon? In fact, whenever Armstrong autographs his official photograph, he takes great care to write around the patch! Some 30 years later, patches have reentered the atmosphere of mainstream America through an unlikely vehicle—a foam-fronted, mesh-backed trucker cap sporting John Deere and Caterpillar-type embroidered patches. It’s not quite as distinguished as a NASA space suit; but today, it’s all about the new MTV “Punk’d” generation of hip-hop and surf-skate culture, which prefers a retro fashion look. Furthermore, mega-celebrities such as Ashton Kutcher, Justin Timberlake and Cameron Diaz are all wearing these traditionally working-class caps emblazoned with Midwestern-valued corporate logo patches. Think Chevy, Ford, Peterbilt and Mack Trucks—not Gucci, Prada, Armani and Versace.
   The entertainment industry has already clued in to the use of patches. There are more than 60 pages of collectible embroidered patches for sale on eBay listed under “Entertainment Memorabilia.” Some are from musical artists such as the Linkin Park, Rolling Stones and No Doubt, movies such as Spider-Man I/II, The Hunt for Red October and Fight Club, and television shows such as The OC, Baywatch and CSI.



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  Model Nikki Hilton poses with Nicole Richie outside The Standard Hotel in West Hollywood, California. (Photo by David Klein/Getty Images)

  
     What does this spell for the promotional products industry?
P-A-T-C-H-E-S A-R-E B-A-C-K. Since Armstrong’s “moonwalking” days, most companies have opted for a “low pro” direct embroidery style for wearables, but today’s more retro and industrial trends tend to favor decorating corporate logos with higher-profiled embroidered patches, especially when targeting a younger demographic.



  
     How do we know this? The proof is in the patches. At the moment, kids in the U.S. are shelling out $40 to $90 for trucker caps with Von Dutch embroidered patches—and the patches alone are fetching $20 to $40! Indeed, patches have again become as American as apple pie and the promotional products industry is in for a huge slice of the action.

Source: CEO of HPI EMBLEM (UPIC: huntp003) Stephen Christopher Liu.