I mean, this guy is nearly 70 and has power over children because he’s shaped a company around the idea he should dictate physical perfection and that anything outside of that is disgusting, unsuccessful, useless, and annoying.
When I was in high school, I refused to wear their clothes but I didn’t understand any of this stuff. I had no idea what body shame was or how it ties into marketing. I knew companies were full of shit, but it was on a hunch, pretty much. A gut feeling. When all the people who wore that shit had elitist attitudes, it made me dislike the brand by association to them. I’m positively negative towards these people.
I see now they were simply manipulated by a company most likely. They accepted what Jeffries said (albeit not outwardly in those days) and thought they were the chosen ones. Society manufactures these douche bags. They start out as kids, just like I was. My clothes came from Goodwill and Walmart, but we were the same at some point. Then you start to see these messages that appeal to a certain part of you, and you are either strong and stick to what you feel is truly right or wrong, or you buy into this easy fantasy that you are chosen.
But you aren’t. You’re a crop, being groomed to make money. Because those same people who were into this elite attitude and these messages now are in the same places doing the same things. Not that it’s bad to be in or around your hometown being semi-normal (this is actually what I do-ish) but they never became Jay Gatsby or whatever Mike Jeffries wants you to believe you will be if you buy his overpriced clothes.
It’s a lie. Ultimately people have to choose to believe it, but people do so in nativity. I am naive to how many things work at 28. People don’t know that having this $30 t-shirt won’t progress their lives. Ultimately, it may guide certain people into alliances that work out, but that’s because people like Jeffries don’t want us to be able to talk to each other. They want us all to feel crippling shame over one thing or another that keeps us from other people. They want a logo or a slogan to be the thing that unites us, so we associate the creation of friendship with their brand.
It’s all a bit nefarious, the tactics employed in today’s “capitalism” (quotes because it’s bastardized). But even more nefarious is the outright hatred he clearly has for people who don’t fit his mold. He said it very indirectly, by describing the things “cool, attractive” people ARE (which means the “freaks” aren’t). And that really gets under my skin. It’s hard to deal with that, and literally everyone does.