Sunday, January 10, 2010

Oh Snaps...That's Tight x LA TIMES

The Los Angeles Times lists their Fashion Trends That Must Die with 2009. For the most part, I agree with their list (Couture, -ista, Boyfriend Jeans, Green, etc.) I take issue with #8.

The "X". An increasingly common bit of typographical shorthand cribbed from sneakerhead and street fashion blogs, the "X" (as in "times") is supposed to telegraph the idea of a supercool collaboration between two labels, designers or retailers. Maybe it's annoying because it's reminiscent of math equations (which are also annoying), but it's also lazy lexicography. Some of the more memorable multiplications include Obey X Levi's, Opening Ceremony X Where the Wild Things Are, Erin Wasson X RVCA, Colette X Gap and the tripartite Adidas X UNDFTD X Estevan Oriol. An equation we'd like to see? 2010 = 2009-X.

Sorry folks. Unlike print media, the X is here to stay.