
image credit :http://www.porhomme.com/
This is the first post of what will (I hope!) be a series exploring the cultural politics of heritagewear
For the past 8 to 10 years (probably a little longer than that) the heritagewear and the Apatowian man-boy have been two trends in menswear and popular culture that seem to have almost completely dominated the mainstream (and some not so main-stream) cultural landscape (s) in North America. These two trends are really just flipsides of each other, the man-boy being the photo negative of the heritage man, but have come to articulate and perpetuate what are most likely anxieties about a world where white middle –class, young(ish) men can no longer take their traditional position in it for granted. At this moment, low paid manual labour and service work have become increasingly racialized and femininzed, being taken up, in far greater numbers by women of colour outside of the West than by white men within it. This shift has had significant economic and political impact for sure, but its cultural impact is just as meaningful and fascinating.
Both trends are a kind of reaching back, the heritage man aesthetic is a reaching back to a nostalgic past and the man-boy is equally nostalgic, but much more individualized and localized to a mostly fantasy version of male preadolescence. The man-boy trend has received a lot of attention lately, in part because it seems to be this strange and somewhat paradoxical admission of current economic realities where the pathways to middle-class and North-American adulthood are frustrated to the point where they no longer seem feasible, and a refusal to confront those realities. In essence it is a strategic retreat, but one that has strangely solidified the privileged position of its adherents while simultaneously undercutting it. The heritage man has not received nearly as much attention, which is curious because Don Drapper, Mumford and Sons, and Sherlock Holmes (maybe the last reference is just me) have all become mainstream cultural touchstones at nearly the same levels as whatever character Seth Rogan played in any one of his films. I’m defining heritage wear somewhat broadly, and am using it describe a an emphasis on classic tailoring, clean lines that hearkens back to early and mid-twentieth century American and British menswear or menswear staples (for examples of what I’m referring to look here, here, and here). This definition is broad and incomplete, I know, but it’s really the nostalgic relationship to certain menswear looks, fabrics and accessories and how that’s tied with certain understandings of history, race, class and nation that I’m really trying to start to untangle here.
The heritage trend is especially interesting to me in large part because of who is taking it up. While it could be easily, and somewhat reductively, argued that this trend makes sense as something that seems reassured and stable at time where almost nothing does or that it represents a seductive facsimile of American white male adulthood where it is possible to indulge in your most adolescent fantasies and still present yourself as an adult (see Don Draper, and Barney Stinson). What complicates such arguments is that this trend seems to have a cross the board appeal, where communities or groups for whom this aesthetic once excluded is now somehow accessible and has been adapted in interesting and even radical ways. But what I find so interesting about the heritage aesthetic is that it has been taken up and reinterpreted in ways that man-boyism (I don’t mean to make up words, but I am at a loss for what to call this) has not, and this flexibility seems to be at the root of its staying power. And so what I find myself asking now is what is it about this trend that has made it such an enduring one, outlasting its most visible foil the man-boy? Most importantly what is it that makes it so translatable and flexible, especially when part of its appeals lies in its perceived consistency? What does it say about the trend when Janelle Monae and fun. are simultaneously adopting the look, in the same video no less, but to totally different effect? And why have certain groups of fashionable women taken up the look so wholeheartedly where it is now its own aesthetic movement, with its own dedicated mega blog, Tomboy Style, in womenswear while also existing as a sub-genre within heritage-wear? What does it say about gender when non-male body can take on a decidedly masculine look? And finally what does the persistence of such a look say about how those who take it up situate themselves within the histories from which these looks emerged? Where do they situate themselves now?
These looks once, for at least a select group of people, connoted an understanding of history and progress that may be analogized (bear with me, I am the first to admit that I am not the greatest at analogies), as an upward line on a graph, with maybe a few minor dips, but generally always moving upward at least for this select group of usually white, straight, and male people. What does it mean to take up this trend now when history and progress are no longer understood in those terms? Currently I am working on a project on dandyism (the rebel cousin of the heritage man) as taken up by queer women of colour within certain North American African diasporic communities and nostalgia, and so these questions have been on my mind a lot lately. The heritage wear trend, like the man-boy lifestyle, did not originally imply or was inclusive of a non-heterosexual, non-cisgender, not white and non-male body, and yet now it does or at least it has been taken up by people whose bodies and experiences are radically removed from these descriptions. This post is really me working out ideas and so comparing the two might be a stretch, but even though the two trends might not be all that related I can’t help but wonder if they are and in what ways as well as to what extent they are? While heritage wear has probably reached the apex of its popularity, the man-child already seems to be on a fast decline (if the latest dearth of Michael Cera, Will Farrell, Seth Rogan, and Jonah Hill starring films is any indication), and so my question again is why?
*I know I only touched on queer and racial dentities and heritage wear here, but that is only because I think that that and femme tombyism that’s very much in fashion right deserve their posts for which this is just a set up.












