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Since the success of the red and yellow DHL T-shirts hijacked by the brand Vetements, wearing garments signed by brands outside the fashion world has become in vogue. The further they are from the fashion industry, the better the effect. Lidl sneakers and sweaters are good examples (see The Weekly Note of January 10th) but also McDonald’s swimsuits, Ikea sweatshirts (in reference to the Billy bookcase) or Pizza Hut and KFC Crocs (in the United States only).

Today we discover that the Truffaut garden centers launched a capsule collection composed of an XXL T-shirt (in organic cotton, of course), a cap, a crocodile-skin belt, a bag and various habitual gadgets (pins, mugs, magnets…). They wear the colors of an old corporate logo of the 70s, slightly revisited for the occasion. A way to touch the memory of those who, as children, spent their Sunday afternoons in the plant aisles with their parents. Much better than watching TV.

Truffaut centers need cool temperatures, the company is now tempted by coolness, even though the number of green fingers has been growing since the beginning of the health crisis, and its image is on top form. Why is that? Because the Truffaut garden centers will celebrate their bicentenary, as explained at the company’s headquarters (when Wikipedia states that they were founded in 1824). Is this really the only reason? The idea of wanting to reach new populations by playing with its image is also put forward by the company. For the occasion, two influencers enlisted, one of whom is linked to the world of gardening.

But doesn’t the real motivation lie in the current desire of all brands to go beyond their commercial status to become “lifestyle” brands? While some are embarking on societal missions oriented towards the environment or social solidarity, a few others are turning towards fashion. The former would like to contribute to changing the world, the latter more modestly, to invite themselves into our daily lives until we forget their original identify. When will we see State Farm Group or Wells Fargo & Co. T-shirts?

So What ?

Brands must now ask themselves how to exist other than through their products. The condition to become life-style and make the buzz...

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