What does it mean to be a “nerd” in 2019? The historically antagonized social class and accompanying moniker underwent dynamic changes over time as the line blurs. Everyone, regardless of race, gender or income interacts with things once considered geeky or uncool to the socially conscious majority. Obsessions with technology, video games and various other entities deemed worthy of social exile at some point are commonplace. Society considers computer programmers as geniuses, and coders gain immense respect for rendering the digital backend people never see. As this marginalized group claws its way to social grace, the negative stigma associated with certain segments of nerd culture dissipated. Besides the tech-savvy abilities and video game skills, their wardrobes have been raided and assimilated into the fashion world through Vogue and other publications. I think its necessary to distinguish what in my mind is true nerd merch due to the term’s looseness. I’m not referencing any cyber-chic Prada ensembles or purposely wearing notorious fashion faux pas like socks and sandals. The intentionally geeky attempts usually come off as exceedingly corny. I’m talking about my guys in the comic shops playing Warhammer wearing some t-shirt they received as a preorder bonus for a PS-2 exclusive. However, these garments are slowly moving from LAN parties to the fashion limelight. Finally, people are starting to get sick of the vintage band and rap shirt phase, and shirts referencing video games or comic books seem like a viable new option. Vintage comic book, sci-fi, and video game pieces appear at an incessant rate on my timeline, but I love every single one. The absurdly colorful subject matter depicts scenes far more peculiar than the super faded Tupac shirt I’ve seen over 10,000 times. I never jumped into the vintage band shirt phase because it seemed so cutesy and overplayed. T-shirts shouldn’t require a checklist for ownership, but I definitely align more with those promoting other things. Magic: The Gathering, HeroClix, and fantasy RPGs dominated my time as a middle school student so I feel validated rocking a shirt with some disfigured, scythe-wielding parasite. The subject matter portrayed is no longer reserved for the lanky, pale, shy caricature playing World of Warcraft in a musty basement. An absurd amount of people play video games, which undoubtedly lessens the negative social connotation associated with related clothing. Baker Mayfield tweeted about Halo 3. Ninja streams games with global celebrities like Drake and Travis Scott while millions watch - Fortnite eradicated any argument suggesting video games aren’t loved by the masses. In regards to video games, the collaboration between Japanese watchmaker Seiko and the Final Fantasy franchise resulted in my favorite crossover to date. (Louis Vuitton x Final Fantasy is equally absurd.) The duo initially crafted a special edition Air Pro for Final Fantasy VIII’s 1999 release. Seiko’s Air Pro is an insane timepiece by itself with an inflatable band similar to Reebok’s pump technology and Gameboy-like colors, but the addition of Squall’s armor detailing creates an unbelievably precious late 90s tech gem. “Final Fantasy: The Spirits Within” hit theatres in 2001, leading to the partnership’s second project. Seiko created a piece modeled after the main character’s watch, crafting a real world version of the futuristic, bizarre, vertical device. It almost looks like a mix between a FitBit and a kid’s meal toy, but it truly is an insanely creative collaboration stemming from two Japanese companies with mastery in the respective fields. It wouldn’t be fair to continue without mentioning another Japanese behemoth, Bape. Avoiding a deep dive into the brand’s history, the iconic imprint referenced sci-fi films like Planet of the Apes, obviously, and Star Wars since its inception. Nigo’s obsession with nerdy classics led to extremely famous creations. But, the Bape x Marvel partnership reigns supreme. The recent superhero movie explosion and the insane popularity surrounding films like “Deadpool” and “The Avengers” helped destigmatize the notion these fictional characters only entertain children and comic book collectors. Before this recent boom and subsequent Marvel collaborations following Nigo’s 2013 departure from Bape, the brand worked with Marvel on an extremely colorful Bapesta group. The shoes are bright, childish, unapologetic and absolutely hideous in a likeable way. Bapestas tend to resemble candy painted Monte Carlos or a Mondrian painting due to the distinct patent leather color blocking, but I enjoy these renditions. No limit exited to restrain this project as the sneakers attached to a corresponding comic book that doubled as packaging. Thor, Iron Man, Cyclops, The Hulk, and several others lent their color schemes and imagery, creating a plethora of wearable Jolly Ranchers. Superheroes, villains, and their associate corporate entities exist inside a weird space. Everyone knows about them, but being too knowledgeable is a universal sign of someone’s obsession with fictional beings and a comic stash tucked away in a parent’s garage. You can easily identify the fantastical creations, but openly endorsing the crime-fighting celebrities has been the basis for potential ridicule. Comic book nerds are a historically acknowledged stereotype like band geeks and jocks. But, superhero imagery on t-shirts has been popular for years across various fashion levels. A guy in a Superman shirt in the grocery store remains a common sight, and the horrendous, pre-distressed, retro-inspired comic graphics stocked at retailers like Wal-Mart are permanently etched into my brain. Despite the overwhelmingly weak attempts, good executions exist. “The world’s greatest collaboration” tagline still greets visitors to the April 2011 Stussy x Marvel information page. Although some may consider it a hyperbole, it’s another personal favorite, combining classic Stussy designs with Marvel icons. A cooperative effort pairing two gigantic companies from different areas to create dual branded products makes perfect sense and a notable move by both corporations. The shirts released in two collections, Stussy x Marvel Series 1 (The Ultimate Teamup) and Series 2 (Special Edition Artists Series). Series 1 combines characters like Doctor Doom and The Silver Surfer with Sean Stussy’s classic signature and the circular logo with interlinked S’s. The artist series is undoubtedly better, featuring custom character interpretations by Mister Cartoon, Gary Panter, David Shrigley and several other renowned artists. Bill Plympton’s distinct take on Mystique, the blue-skinned shape-shifter from X-Men, remains the collection’s crown jewel. His rendering’s exaggerated head and body remind me of a theme park caricature – in a positive and unexpected way. The colossal mash-up could have easily resulted in a bland corporate blunder, but it produced fairly interesting takes, showcasing semi-niche figures in a fashionable way alongside streetwear beacons. In recent years, Julien Consuerga’s Stray Rats plays off nerdy, lo-fi, niche content perfectly. The brand doesn’t attempt to hide this-the brains behind it are clearly extremely knowledgeable and appreciative of every reference utilized. Consuerga’s Instagram contains countless images of potential inspiration, including an enviable assortment of collectibles spanning different eras and cultures. The Cloud Strife poster, Donkey Kong plush toys, and Eliza Thornberry figurine exemplify the mastermind’s taste. Stray Rats’ latest endeavors include a New Balance collaboration featuring The Joker’s infamous purple and green color coordination and a series of custom, horror-themed Barbie dolls. (Also, much respect to New Balance for the Neon Genesis Evangelion-a mech-inspired Fresh Foam Cruz is too perfect.) I’m sure Stray Rats will remain the last brand creating unique items with references so deeply rooted in niche cultural hideouts that I will spend hours scouring the internet for more information without succeeding. One of the greatest indicators of perceived cultural normality is movie taste. Are you a 35 year old watching “American Sniper,” “Ponyo,” or “Enter the Dragon?” The answer casually hints at some character traits. Although the perception may vary between judges, some of the most defining cultural moments in nerd history appeared in film form. Attempting to find a person who isn’t vaguely familiar with “Star Wars,” “Lord of the Rings,” “Ghost Busters,” or “Alien” remains a difficult task. As these franchise age and nostalgia enters overdrive, related promotional merchandise pieces continue to rise in price and popularity. Similar to the band shirt counterpart, originals are increasingly hard to acquire for a respectable price. But, I feel $550 for a 1982 “Blade Runner” shirt with Schlitz branding is more justifiable than spending a comparable amount on a Nirvana piece. I can almost guarantee you will not see a replica in Urban Outfitters or Pac Sun in the near future. Raf Simons’ 2018 S/S show referenced the sci-fi cornerstone, but a branded shirt may be easier for people to digest than knee-high rubber boots. Regardless, promotional merch for geek classics are eons beyond modern day renditions, and a "Guardians of the Galaxy" shirt falls flat in comparison to a 3-D alien exploding through someone's chest cavity-such an absurdly perfect design. Nerds gave the world technological innovations, entertainment franchises and a plethora of other beneficial byproducts related to their enviable intelligence. So, it’s only right we raid their closets also. As more gear boasting supervillains and fantasy heroes floods the scene, the act of wearing historically ridiculed imagery becomes substantially less daring. I can’t recall anybody getting stuffed inside a locker for wearing a “Resident Evil” shirt, but the assimilation makes perfect sense. Nerd merch is the ultimate hyper-niche category filled with obscure graphics and references that provide the perfect “in the know” appearance people crave. Currently, if I spot someone in a “World of Warcraft: The Burning Crusade” shirt, I’m assuming the wearer acquired it naturally without the aid of internet style guides,and the owner is a legitimate fan with an immense knowledge of Azeroth. But, the inclusion of baggy, purposely distressed Dickies and Balenciaga sneakers would force me to reinterpret the outfit in a different context. It’s lame to act extremely protective over graphic t-shirts and behave like a moral gatekeeper, but it seems wrong for a dude in a $10,000 outfit posing in one of those “sick” street style photos to rock a “Dungeons and Dragons” shirt. I feel like some dues should be paid. You need to roll a 20-sided die and slay a dragon with a fire bolt to wear the shirt without guilt.
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AuthorMax Theriot Archives
November 2019
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