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So this month’s book may seem out of left field, given what we usually cover here. A book about Banana Republic? The clothing brand? Has Bennett lost the plot?! Let me explain… Growing up, I always had an interest in vintage fashion, specifically military surplus. From the history of different uniforms to the treatment of surplus as a commodity, second-hand clothes deposited from the military-industrial complex have always been present in our culture. It may be hard for modern-day readers to imagine, but the same Banana Republic that now sells contemporary articles of clothing once based its entire business model on selling used military surplus. Founders Mel and Patricia Ziegler recount their journey starting from the moment they decided to quit their day jobs in favor of a life of travel and adventure. What better way to do that than to manifest it through a fashion line themed on the very safari exploits they hoped to embark on themselves? Thus, the Banana Republic Travel & Safari Clothing Company was born. They paired their new store with creative catalogs that told fanciful stories about the origins of these items. The first clothes they sold were Spanish military shirts that came with sleeves a few inches too short. Their solution? To tell a tale that Francisco Franco had a maniacal fear of Spaniards with long arms, and to insist to buyers that “any self-respecting adventurer would always wear these shirts rolled up anyway”. As their business grew, Mel and Patricia used their writing and illustrating skills not just to expand their brand but to create a culture both through their catalog as well as their beautifully displayed storefronts, with maps, jeeps, elephant horns, and anything else that could convey the romantic feelings of international travel. Mel and Patricia’s back-and-forth tellings of the story almost make me feel as though I am in their living room being told stories as we laugh about times gone by and the fruits of our labor creating vast success and a treasure trove of memories. There is, however, an elephant in the room—and not just the one they had displayed in one of their stores. The term “Banana Republic” was coined by American writer O. Henry to describe nations that had been decimated by colonialism and imperialism, resulting in them relying entirely on exporting their natural resources to survive. If we think that this may be an inappropriate name for a business themed on colonial fashion today, imagine how it must have landed when “Banana Republic” first came onto the scene in 1978, when imperialism was very much alive and powerful in Africa and South America. Let’s face it, the Zieglers started their business commodifying the literal uniforms of colonizers. “Enough with all that ‘woke’ crap” some may say. Well…sorry, but Trump’s DEI ban doesn’t apply to this newsletter ;) Social analysis aside, I must confess that I love this era of Banana Republic. A lot. I inherited several old Banana Republic clothes from my father, and because of their high-quality fabrics, they have remained in pristine condition and will likely outlive me. In addition, their catalogs are gorgeous and well-written. This book, while strengthening my criticisms toward the themes surrounding the brand, also increased my love for the creativity behind it. I can’t help but be inspired by some of the stories of Mel and Patricia coming up with ingenious methods to expand their collection of surplus by taking the quality fabrics governments issued, and creating new clothes in similar and original designs. The Zieglers’ humor and charm bounce off the page, as it becomes clear that in the success of this business, they truly did manifest the adventure they so desperately wanted to live.
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