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“Don’t Get Comfortable” — I don’t get it.

Why I don’t get American Giant’s “Don’t Get Comfortable” slogan.

In the promotional products and apparel industry, we at Show Your Logo have a lot of customers who are looking for a number of different things when it comes to purchasing apparel. Some are looking for strictly the fastest turnaround time. Others wish to find solely American made brands. Price is another big factor when deciding what to buy. On top of them all, for me, is quality and comfort. Of course I like it when I can get both at a low price, but that old phrase “you get what you pay for” really has a bit of truth to it.

So, in an attempt to find the most comfortable hooded sweatshirt (a favorite in my wardrobe) I searched on Google. The results were not surprising. The top 5 links directed me to the American Giant website. There I found on the home page tweets and posts of how customers have found the “perfect hoodie” or how they can’t live without “America’s greatest hoodie.” The page also leads you to articles others have written about this amazing product. And just like that, after a few short minutes of reading, I was in. Fully engaged in wanting to know more and more about this item I should most definitely have in my closet already. Then, without warning, a video stream appeared with the latest advertisement of the brand. Contrary to what I thought it was going to be (a segment of beautiful people wearing a beautiful product), this link led to 2 minutes of words describing what “comfortable” was not, a “Don’t Get Comfortable” slogan. See for yourself.

Now wait just a minute!! I thought that was what American Giant was selling, a comfortable sweatshirt!
So why then is American Giant claiming:

COMFORTABLE ISN’T COMFORTABLE
COMFORTABLE CAN’T BE COUNTED ON
COMFORTABLE NEVER MADE ANYTHING
COMFORTABLE DOESN’T HAVE AMBITION
COMFORTABLE DIDN’T BUILD THIS COUNTRY
COMFORTABLE DOESN’T PUSH BOUNDARIES
COMFORTABLE CAN’T CREATE
COMFORTABLE DOESN’T FINISH STRONG
COMFORTABLE FALLS APART AT THE SEAMS
DON’T GET COMFORTABLE

I am so confused, right? Is it just me? If I were to take this type of branding literally, I would come to the conclusion that I cannot possibly get anything productive done while wearing one of these American Giant’s sweatshirts, because they are comfortable and comfortable is not all of the things listed above. But, I guess I can’t help but to think and look into this one a little deeper. Perhaps what the manufacturer is trying to say is: you could not do all of the things above AND be comfortable while doing it, because the line simply did not exist before. Now that it does, we will show you what people are doing everyday in our clothes because they are so comfortable. Is that right?
Wouldn’t it just be easier to let the public speak for the brand solely? Clearly social media is speaking out and they ARE getting comfortable in American Giant hooded sweatshirts. Looks like I will have to try this one on for size and see for myself what being “comfortable” really means.

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