Hollister + Ugg = Hugg

Ever since the invention of the term teenager in the 1950’s there have been several clothing styles that have defined each period for this age group. The first that springs to mind is the James Dean ‘Rebel without a cause’ look of 1950’s America. This featured the leather jacket, plain white t-shirt, denim jeans and classic black boots. Many would say that this iconic look defined the era.

In the UK during the 1960’s the mods and the rockers were at opposite styling ends of the time. The mods and rockers were two conflicting British youth subcultures and sparked moral panic in 1964 when images of the gangs fighting in Brighton were beamed into the nations homes. The rockers adopted a macho biker gang image sporting their black leather jackets. The mods adopted a pose of scooter-driving sophistication, wearing suits and other clean-cut outfits. By late 1966, the two subcultures had faded from public view and media attention turned to two new emerging youth subcultures — the hippies and the skinheads.

By the late 1980’s, the advent of acid house and the style of baggy oversized jeans, brightly coloured hooded tops and trainers of ‘the casuals’ was in stark contrast to the other prevalent sub-group, the Goths; who wore dark clothing and sported black makeup, numerous silver piercings and Doc Martin boots.

So what is the defining look of 2010 Britain I hear you ask? Well, ladies and gentlemen I give you ‘HUGGS’!

In short: Hollister + Ugg = Hugg

The Hugg is the uniform of choice for the female teenagers of 2010. The styling consists of the obligatory Hollister* hooded top which is normally accompanied by either leggings, sweat pants or on occasion a denim skirt. Then finally to complete the look the essential Ugg Boots. Normally the classic short in Chestnut Suede or perhaps the Classic Long with the tops folded over to reveal the sheepskin lining. A common addition to this ensemble is the Jack Wills Gillet. This is normally navy blue although this is not a total must for our budding Hugg.

*Please feel free to substitute the Hollister hoodie with either Abercrombie & Fitch or Jack Wills.

I have no doubt that should you be walking down your nearest high street you will see swarms of Huggs flitting about between well-known high street stores. They normally move in small groups and are often seen texting or IM’ing friends on current events from their iPhones. I have long noted the existence of this teenage uniform but have recently felt the need to put a name to this group of brand conscious bettys.

I could muse further on the need for fitting in or fulfilling a sense of belonging that is surely at the physiological heart of these youth uniforms or perhaps explore the massive influence and proliferation of big multinational brands but… I shall save that for another time.

NB I did initially consider using Jack Wills as an alternative to Hollister but the outcome (I believe the term is portmanteau) of JUGGs wasn’t nearly as user friendly.

Until next time.

James

http://twitter.com/ukk_james