I have been immune to advertising since 1999.
Might be better to say I’ve been unmoved by advertising since 1999. Back then Karrimor’s new owners launched into a huge campaign that went well outside the outdoor world and into billboards and the sides of buses.
I loved the look, the colours and the cheeky attitude. I loved that it quickly got the brand into trouble and the adverts got banned in case the message was taken too literally and workplaces were suddenly devoid of colleagues who had gone to the hills.
They reacted to the bans by changing the tagline from Phone In Sick to Go To Work. Ha.
I found these tidying up old magazines and they made me smile. Still my favourite gear and the early days of my love of colour.
In general the 90s were a golden era for gear I think. Leafing through the old mags I can see rapid gear evolution which has not continued at the same pace in the years from then to now. Aye we’ve got lighter and better fabrics and cleaner construction, but that’s tweaking, not making leaps. Maybe there are none to be made, I certainly don’t find my 90s gear to be lacking so much it’s unusable or even compromised, they got so much right back then.
With that in the back of my mind I’m undertaking some gear grouptests for a well respected magazine over the next few months. I’m not expecting to be stunned by anything, but I hope I’m pleased on occasion, and if I’m properly impressed any point that’ll be a joy.
I just hope they send some bright colours.