Gods and Normies

“There’s a notion I’d like to see buried: the ordinary person. Ridiculous. There is no ordinary person.” - Ozymandias, Alan Moore, Watchmen


I’ve walked into a clothing store with the mindset that all I wanted was something simple and walked away from an outrageous price tag. Normcore is that neologism we’ve all heard or been branded. Normcore is emancipation in the average. It’s something we revel in at Nephews. The clothes are the punctuation to the sentence of our daily lives. We’re here to work hard and dress well.


I was a sucker for last year’s Gap campaign proclaiming to “Dress Normal,” but mostly because they were able to wrangle in Sofia Coppola and David Fincher to sprinkle some auteur goodness on their multi-million dollar ad campaign. Classic crooners, early 60’s R&B B-sides, and a little black and white is how they decided to show the world how to dress normal. Even in the short twelve months since that campaign aired fashion icons like Yeezus himself have decided to put their own spin on Normcore. Kanye West’s line, Yeezus, ranges in price from $200 - $4,000 for something as simple as an unfinished sweatshirt. This is not Normcore. This is self-inflated ego on parade. It’s easy to admire some of the clothing as fresh and intriguing, but in the end it’s just not practical for someone on a budget to blow $1,500 on a sweatshirt. To be fair, I am just as big of a fan of Kanye’s music as the next guy (808’s & Heartbreak is the best, fight me on that) but Normcore is all about practicality and minimalism.


Everyone is entitled to his or her favorites. My personal favorite in the Nephews line is the Rounded Tee. It so effortlessly goes with anything I wear and anywhere I go. I’m writing this while sitting in LAX waiting to get back to Denver for the weekend and can’t think of anything else I’d rather be wearing than my favorite denim jacket, a pair of skinny jeans, my rose gold watch, and the Nephews Rounded Tee. I even had a guy at TSA ask me where I got it. I’m socially awkward and already nervous at airports so I basically yelled the website and ran away.


I started this piece with a quote from Alan Moore’s fictional chronicle of the Cold War, Watchmen. It’s a quote by a man considered to be the smartest man in the world, Adrian Veidt aka Ozymandias. He had a genius IQ and though he had grown tired of humanity and their simple ways he still saw that there was “no ordinary person.” Simplicity can be a useful tool, because you never know what someone’s potential is unless they decide to plaster it all over their shirt.


- Opinionated by Caleb Ward. 


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