“Everything that we value in life means something to us because of the story we tell ourselves about it. Humans are storytelling machines and regardless of an object’s make-up, design, or cost – the meaning we attach to it depends solely on its impact on our psychology and the way we view the world. It’s for this reason that an object can be absolutely invaluable to one person while completely useless and irrelevant to others. Meaning is subjective and often self-imposed.” Chuks Collins
One of the most canonical examples of this is how fashion tends to separate the world into two distinct groups of people. There are those who see it as a form of self-expression and care deeply about how they look and what that impact that perceived portrayal has on others. And then there are those who don’t care at all about what they wear and see clothing as merely a utility – something that they don’t spend any unnecessary time thinking about.
In the heads of both those groups, they can’t understand the other. The meaning that they imbue their clothing with could not be further apart. It’s almost a comical juxtaposition that reminds us of how subjective this actually is. But if you’re able to understand and appreciate that quirk of human nature, you can be much more effective in persuading others to care about what you care about.
There’s a New York based fashion designer and entrepreneur called Chuks Collins who really embodies this. A Nigerian-native with a life story that deserves its own post, who just launched a new line called ‘The Athletic Side of Us’ at the New York Fashion Week and CFDA 360– an eco-friendly “Athletic side of us” wear range designed to help people feel comfortable while still looking professional at home or active in their own way. In the midst of the COVID-19 pandemic, this makes perfect sense – but the most interesting thing to watch has been the storytelling behind the brand itself. He clearly understands that in order to connect with his audience and compete with much larger brands around the world, he needs to inject meaning into his clothing in order to really stand out.
And he’s done just that. He didn’t just create a line of clothing that looks great and performs well (though it does that exceptionally well), the clothing line has a clear purpose that drives it. He wanted to create a fully sustainable line of clothing that minimizes its impact on the environment while still being versatile and inclusive in a way that most active wear doesn’t accomplish. Let’s look at those two components in turn.
Sustainability
Collins has always had a passion for environmental consciousness, and it was very important to him that this clothing line embodied those values. Even though a fully sustainable brand is hamstrung by various obstacles not encountered by others, he stuck to his guns and did everything within his power to make everything as sustainably as possible. This includes using materials made from recycled bottles, fabrics, and accessories; organically grown cotton, animal cruelty-free production, and so much more. All these decisions come with real costs but by making the tough decisions, he maintains his moral compass (as he sees it) and injects that character into the clothing that he makes. For those who truly care about environmental sustainability, his clothes now have much more meaning than they might have done.
Inclusivity
Another key focus for his line is that it reflects the lives of real people, and not just the unattainable stereotypes that often grace magazine covers. Collins wants his clothing to take into account the fluid, ever-changing nature of life while considering each individual’s unique athleticism, whatever that means to them. It’s this emphasis on functionality that makes the clothing a better fit for more people – bringing new consumers into the space that previously had nowhere to go. The brand’s willingness to go to this place again speaks volumes about the character of the designer and the vision he is trying to manifest in the world. That gives the clothing that much more meaning for those who support the movement.
Collins intentional choices in these spheres creates a compelling story that goes along with the actual clothing itself. Instead of just remaining a utility, it transforms itself into a physical embodiment of the messaging he is trying to convey. It is completely imbued with meaning – it’s much more than the fabric.
As an entrepreneur, this is a masterclass from Collins. He understands how the story behind the clothing is the most important piece of the puzzle and he is optimizing for that. Additionally, it’s not lip service. It’s not marketing speak. It’s an authentic expression of his creativity that comes through in his products. That’s what resonates with people.
Great brands are able to communicate the meaning behind the things that they sell in a way that connects with individuals on an emotional level. Renowned author Simon Sinek famously illustrated this idea with his ‘Start With Why’ concept which has revolutionized the way we think about meaning in a commercial sense. People don’t necessarily buy what you sell because of the features or the design. They buy into the story it tells. They buy into the social status that they want. They buy into the stories they can tell themselves about what they’ve bought.
‘The Athletic Side of Us’ is full of meaning because of what it stands for and what Collins has had to do to bring it to life. And it’s infinitely more powerful and important as a result. When we inject meaning into our clothing (and quite frankly, all of our other consumables) we give them fresh life. We wrangle the psychological levers inside of our minds and create new stories about the people we are and the people we want to be. It’s always been about more than just the clothing. It’s about the self-talk, the social signalling, the advocacy for ideas we believe in.
And the meaning we choose, is completely up to us.
