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"FacebookPinterest\n\n In what used to be a category called \"clothes for men\" a new player emerges. This time, it's Banana Republic's \"Startup Guy\" who we're to assume trots around San Francisco in rolled khakis, an artfully half-tucked shirt, and suede laceups.\n\n As many have pointed out, most Startup Guys of yore, the OGs (your Zuckerbergs, Jobs, et al) tended toward the #normcore ethos of simple, uniform duds that take the thinking (and some say, style) out of dressing. So designating this look in particular as \"Startup Guy\" seems maybe a little misguided.\n\n That said, the look (and the rest of their Spring-Summer '14 collection) is stuff many young professionals either are (or should be) wearing: lots of simple combos of suits, slacks, shirts that fit, in soft seasonal fabrics and muted colors. They are the professional uniform of the \"Startup Guy\" as imagined by the marketing team. Not the sweatpants and sandals variety (both items are having their own fashion moment, it should be said) of \"Startup Guy\" 1.0. These are not clothes born of the Incubators. These are for front-of-house \"Startup Guys.\" The new Salary Men. Second-wavers who arrive to the scene ready to populate the cube farms and wine bars that develop around and after The Big Ideas.\n\n When trying to understand how clothes named for \"Startup Guys\" don't really look like clothes \"real\" Startup Guys would wear, remember: \"Startup Guys\" (the original ones) didn't know what a startup was, which is crucial. Now that \"Startup Guy\" is a Thing (TM) it will become lots of things, a lifestyle to mint, manufacture, and sell. And yeah, '90s Guy, that's derivative and lame.\n\n Or it's not. This is after all what capitalism (and fashion) does with every cultural moment and movement there is. Whether it's designers selling \"punk rock\" staples like jeans and leather jackets for a thousand times the original price, or grunge looks being coopted and commercialized. Or so-called #normcore looks becoming high fashion.\n\n We live in a constantly reinventing and self-eating world of disintegrating originality and meshing conformity. Fashion melts, it moves, it blends, it invents, and it borrows and steals. It has a shelf-life (literally, and not), and it must keep moving. Eventually you see kids aping their dad's looks and calling it hip, alla normcore. Or you see a company selling straightforward clothes for a contemporary business world with a pseudo-narrative built in.\n\n It's unnerving to realize that even anti-fashion is fashion. It feels fake, but it's not, it's manufactured. And that's the realest thing there is."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.gq.com/story/startup-guy-is-the-new-normcore>