If the Apple store sold clothing...

For my blog this week, I decided to read an article from www.nytimes.com called 'If the Apple store sold clothing'. The article is about a new line of clothing from Adidas called SLVR.

I was immediately interested in this article because of the title. I thought: is Apple selling clothing now? But then I found out that it was about the new Adidas line, SLVR. I decided to read it anyway because the picture of the store looked so cool: a clean, white store with a lot of neutral clothes and a boutique vibe with the attitude.

It is hard to imagine anyone wanting to introduce a new line to the US in this economy. However, it combines two things people like: cool, reasonably affordable clothing and an expensive looking atmosphere. The prices at the store range from about $70-$180. I have to admit that the price range isn't necessarily mine, but it is cheaper than the designer clothing a lot of people have given up in favor of saving money.

Another thing that is important to mention about the line is that it is eco-friendly. The majority of the garments use as little material as they can. The decor is made from felt and wood planks; the hangers are 100% recycled cardboard.

SLVR is trying to appeal to my generation: people born around or after 1980. People who are environmentally conscious and do not want to spend a lot of money for clothing. Even the name appeals to the generation that has grown up with cell phones and text messaging.

As someone who likes to look put together and fashionable, yet not too fussy, I appreciate the asthetic of SLVR. Simple, neutral clothing that fits well. It also makes me optimistic about the retail industry which is taking a huge hit with the economy the way it is. Maybe if this company can survive and grow, other companies will follow its example and triumph in this time of decline.