NAVIGATION STYLE
spring/summer 2010

• fashion by Nike, Jockey
• lifestyle by Coca Cola, iPhone, Red Bull Mobile, Nokia, Lufthansa, Nike

Iconic products for men's style

Iconic products are navigation points through lifestyle. Coca Cola, the classical sport jacket of football players or the boxer short haven't changed through the years but come seasonal in new fashionable remixes. One of the pieces on the photo right is on the market since more than 100 years, another one around 80 years, others only since a few but have already gained approximately the same cult status.

By tracking men's style, it becomes obvious that the male interests for sports, techniques, and freedom are represented by iconic products from the international hall of fame.

At this time, mobile phones like iPhone, Android, BlackBerry, Nokia, etc. are probably serving the three essential needs best: high technology in a small format with sport news and geo-navigation features. Isn't it that the one who finds his way easily experiences more freedom?

fig.: Tracking men's lifestyle; beginning with the...

Men's 'N98 Track' jackets in red/black and white/red/black by Nike spring/summer 2010.
For the new collection, Nike has added lifestyle chic to sports wear pieces like the classical sports jacket 'N98 Track Jacket' that was worn by the Brazilian national football team in 1998. It comes now in a remix with focus on the flat knit rib collar and cuffs, bonded seams, double-welded zip- pockets, and reflective film across the back piping.

Red Bull Mobile; screenshot taken from redbullmobile.com in Feb 2010. The energy drink label Red Bull provides daily news - especially sports news, videos, and interviews with the athletes of Red Bull, etc.

Coca Cola bottle with image by photographer Ellen von Unwerth. In January 2010, Coca Cola exhibited for the first time all bottle creations from Germany, Italy and France which had been delivered by fashion designers like Zac Posen, Manolo Blahnik, Valentino, Marni, Versace, Nathalie Rykiel, etc. at the Mercedes Benz Fashion Week in Berlin. On occasion of the fashion week, the brand new bottle with a picture made by photographer Ellen von Unwerth premiered.

Navigator-application for iPhones by the German airline Lufthansa goes into the first extensive test phase in Feb 2010. The navi-application makes it easy to find the gate, the lounge, the check-in, etc. It is free of costs and available in German and English language. Where ever you are standing on the airport, the system navigates you through. Lufthansa will test the navigation system in the next months. Passengers are invited to comment the system and leave wishes for navigation upgrades.

'True City'-iPhone application by Nike, premiered in Europe on 14 January 2010; available for free download through the iTunes App Store. With the application you can explore six European cities (London, Berlin, Milan, Amsterdam, Barcelona and Paris) by combining geo-tagged content, social media integration, and tips delivered by local insiders. A series of badge-like icons are representing the navigation buttons for locations which can be described and rated.

Boxer icon and red/white striped boxer short by Jockey, presented in Jan 2010. The US underwear label Jockey launched the first boxer short with the slogan "For men who want the best" in 1926. Each year, the original shorts come re-designed into the stores.


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