Outdoor Preppy Meets Hipster At Milk Studios. Can Eddie Bauer Become The New Ironic Cool?

by Mara Siegler · April 21, 2011

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Eddie Bauer celebrated its Fall 2011 collection with Carlos Quirarte and Matt Kliegman's The Smile at Milk Studios where the super hip crowd was treated to the short indie film Slanted and Enchanted and music by Yeah Yeah Yeah's Nick Zinner and artist Nate Lowman. This seems...bizarre.

Maybe I am wrong about Eddie Bauer. While meant to be worn for outdoor adventuring, in my mind, it exclaims, screams, shouts in khaki pleated pants and fleece jackets, proud moms and dads at high school football games. Last night's event was a far cry from your middle aged suburban night out.

Obviously they are trying to re-brand as "cool," and "urban," and  their marketing team is on track when it comes to becoming associated with the right people. Whether it will work remains to be seen. We could be just weeks away from the Half Elastic Waist Weather Washed Chino Pants and Madras Plaid Bucket Hat being the new ironic Ned Flanders-styled look. Eyes out for 50 of these at the next Glasslands show.

[Carlos Quirarte]

One thing that won't be latched on to by NYC's nouveau bohemian class is tennis. That much can be certain. Ironic sports like bowling and ping pong can be done while drinking, not to mention still performed with the restrictions of skinny jeans. But tennis? No. Never. Despite part of the uniform being headbands and short shorts, and the Wes Anderson connection, it involves sweating, which just ain't going to happen.

The evenings film, Slanted & Enchanted, follows 3 sets of travelers through an eerie forest. As their paths intersect, the natural and supernatural worlds converge creating dreamlike scenarios. Dreamlike? Somewhat. Surreal? Yes.