If you’re not wearing them right now, I bet you’ve worn them in the past. I have. And we’re in the company of some pretty famous folks: Gen. Douglas MacArthur, George Clooney, Madonna, Audrey Hepburn, Will Smith, Barack Obama and David Beckham have worn them, too.
Ray-Ban celebrates its 75th anniversary this summer as something more than a brand of cool shades. It celebrates its birthday as a true fashion icon.
Its highly recognizable wire frame Aviator glasses (think Tom Cruise in “Top Gun”) and its squarish plastic Wayfarer frames (think Cruise in “Risky Business”) have a special place in fashion culture as well as in our hearts and minds.
“When I wear them… it’s a little extra push that ‘Yeah, this is who I am,'” says Lish Dorset, 31, of Royal Oak, Mich., who works in social media for a public relations firm. “Putting on a pair of these glasses sets you apart from others and kind of makes your day a little different from everybody else’s.”
But why? Why do some brands become icons while others simply remain fashion?
Why Levi’s, and not any of a zillion other brand-name jeans? Why Chanel? Why Tiffany?
Part of what makes a brand iconic is the aura it projects.
“People need myths, myths need symbols,” says Ken Nisch, chairman of JGA, a retail design and brand strategy firm.
The first Ray-Ban sunglasses, the Aviator, were patented in 1937 and made especially for the dashing and daring pilots of the U.S. Army Air Corps.
“If you think of the pilot, bravery, courage, Ray-Bans become the symbol for that mythology,” says Nisch.
The Wayfarer, introduced in 1952, evokes a certain youthful individuality and were reportedly favored by American rebel James Dean.
The popularity of the frames waned from the ’70s till the ’80s when a new generation became familiar with the glasses after Cruise’s preppy rebel wore them in “Risky Business.” Sales skyrocketed.
Levi’s jeans — which were originally created for adventurers heading out West — reached iconic status as they became associated with freedom, adventure, exploration, leaving the establishment of the East behind. I’d argue that’s why so many women find men in Levi’s so attractive; they love the fantasy of an adventurous man.
Tiffany, which presents its jewelry in exquisite blue boxes, “is about an idea of beauty in everything they do,” says Nisch. Its hallmark is appreciated worldwide. “Iconic brands tend to transcend cultures really well,” he adds. “Tiffany’s best market is probably Japan.”
In addition to being the ultimate symbol of luxury, Chanel handbags carry the cachet of creator Coco Chanel — a designer whose ultimate contribution was making women’s clothes less ornate and more wearable while living a life that was both glamorous and independent.
“I think the attachment is everyone knows Coco Chanel,” says Carol Dowling, co-owner of Bellocchio, an upscale resale boutique in Royal Oak that frequently stocks Chanel bags. “She had an image and she was a person. I don’t know that there’s that type of attachment to Gucci and Vuitton.”
That the handbags, with the instantly recognizable double C logo, are coveted whether they are new or vintage only confirms their iconic status.
“What makes an iconic brand continue to have relevance over the decades is that they keep their authenticity,” says Susan Yashinsky, vice president of marketing at Sphere Trending, a firm that identifies and tracks trends. “You have to update … but you have to maintain what made you authentic and relevant in the first place.”
While new styles of Levi’s have hit the market, they never stray too far from the original, which we know today as the 501 jean. Chanel’s new handbags all harken back to the quilted model introduced in 1955. And all Ray-Bans are iterations of the Aviator and the Wayfarer, which look as cool on you and I as they do on Eva Longoria or Lenny Kravitz.
And that explains why they’ve been around for 75 years.
Georgea Kovanis writes for the Detroit Free Press. Contact her at gkovanis@freepress.com.
They wear it well: More classic fashion standouts
Burberry trench — This coat, worn by everyone from travelers to movie detectives, is as rugged as it is elegant. The Tielocken, which debuted in 1895, is the modern coat’s predecessor.
Tiffany & Co. — The trademark turquoise- blue boxes and bags evoke romantic fantasies such as diamond proposals and “Breakfast at Tiffany’s.” Tiffany & Co. was founded by Charles Lewis Tiffany in 1837.
Schott N.Y.C. leather jackets — Developed in 1928 by Irving Schott, the first leather motorcycle jacket, the Perfecto, retailed for $5.50. Eventually it would be worn by James Dean, Marlon Brando, Bruce Springsteen, Joan Jett, Jay-Z and Blake Lively.
Chuck Taylor All Stars — The name of Converse salesman and former basketball player Chuck Taylor was added to the shoes in 1923.
Polo Ralph Lauren — The recent Olympic dust-up over “made in China” notwithstanding, Ralph Lauren and his Polo line of sportswear, with its stitched polo pony logo, represent Americana. Originated in the 1960s as a line of ties, Polo Ralph Lauren remains the designer’s flagship brand.
Levi’s jeans — Levi Strauss & Co. created and patented the first pair of jeans in 1873; they’ve been worn by celebrities and work-a-day folks, old and young, ever since.
Chanel handbag — Introduced in February 1955 by the House of Chanel, the quilted leather handbag with chain strap is coveted by fans of fashion around the world
Carhartt — When it comes to work clothes, Carhartt is the standard-bearer. Founded in 1889 by Hamilton Carhartt, the company started making overalls for railroad workers.
Georgea Kovanis, Detroit Free Press
