Our favourites are :
3. Everyone’s a Social Media Expert and Brand Consultant
I like stuff but it doesn’t make me qualified to consult on things. I drink several glasses of water a day, but I’ll be damned if I understand what water is made up of — I’m guessing it’s atoms or some shit — so why does time spent relentlessly tweeting a prop-hunting list of @ brands or names after everything you do with the same thirst that I approach those pints of H2O make you some kind of social media guru? It makes you look lame. Same goes for hashtag hunger. There’s far more to social media than being a gobshite.
Brands using emoticons, a thousand exclamation marks and offering incentives (“Help us reach 1000 followers and we’ll suck you off!”) to amass a freeloading army probably isn’t creating the most useful groups of contacts from a commercial perspective. Once you go wack, you never go back. Bringing some person in to tell you that you should do what some other brand did earlier that year is also the fast track to tedium. The internet might seem like the Old West, but that’s no excuse for hiring cowboys. It’s good to hire people who are passionate about the product rather than some dead-eyed buffoon hunting “experience” but sift a little more and you’ll find capable people with an interest too.
5. Your Lookbook is Terrible
Skinny dudes with side partings walking around a park in Obey hats, Vans Eras and chinos! Now I hate your store even more. And that Penfield lookbook of the cheery couple? Lame. If you haven’t got an original idea for your showcase of styles, don’t bother. Lay them flat on the ground. Maybe you can put them on a tramp or something if you need a model. Every store seems to hold the same homogenous collection of brands and demand from imagination free dudes who still have the gall to look down on Superdry is at an all time high. Hire a proper photographer while you’re at it, and spare us the behind-the-scenes of the preview of the video of the lookbook too.
Is it a plus point if the people in a lookbook are just dressed like the same old dickheads you’ll see in any chino hotspot? And people still seek stylist credits for that? Amazing. This is what happens when Streetwear Dave consults for a project and brings his fellow Streetwear Daves into the fold. But seeing as taking an Instagram shot, writing a tweet and getting dressed in the morning could be enough for somebody to claim that they’re a multifaceted creative with photography, journalistic and styling experience, nothing should surprise you any more, and at the current rate, nothing is liable to ever surprise you again.
Read the whole lot here and add your most hated things of 2012 below.