[seventeen magazine: "see sofia shop!" via cat party]
I don't even know where to start with this story I'm about to tell you, I love it SO MUCH. It combines multiple things I love: late 90s nostalgia, this one Milk Fed tee shirt that's haunted me for years, and a crazy number of small-world coincidences! Plus, at the end, I get to rant about branding & trends!
Where to beGIN? Let's take the sparkly A Material World time machine ($14.99 from Delia*s) back fourteen years, shall we?
Year: 1997
Location: Boston, MA; the mauve-painted bedroom of thirteen-year-old me.
Scene: I'm probably lying on my stomach, wearing my favorite black velvet Gap overalls, waiting for my blue nail polish to dry and reading the latest issue of Seventeen. Reading the article on Sofia Coppola and her fave L.A. hangouts (Wasteland, Little Tokyo, No Life Records) was akin to reading about Glinda the good witch and her fave Oz hangouts, but I did grasp one key thing: HER TOTALLY TRANSCENDENTALLY COOL NAVY BLUE MILK FED LOGO TEE. This was a point in my life when I still wore tee shirts (when did this end? 2000?), and this was somehow just the coolest tee shirt I'd ever seen. The Milk Fed catalog still wasn't out yet, but if I'd had $25, I could have written a letter to a store somewhere that sold Sofia's magical shirts.
Year: 2010
Location: Los Angeles, CA
Scene: I'm working with my boyfriend on the merchandise mix for a pop-up shop we're planning with his company, XLarge, in my company's event space. He's offering to bring in other associated brands: X-Girl, Silas, Milk Fed.... "Whoa, Milk Fed, for serious?" I ask. "I love Milk Fed!" (Memory of navy Milk Fed tee is still seared permanently into my brain.) "Really?" asks the fella. I explain about Seventeen, the shirt and my early insta-fandom. Of course, when I was lying on my stomach studying Sofia's favorite shade of Delux nail polish, he was already living in L.A., working at XLarge and in the thick of it all with team Milk Fed. I tried to Google Image the shirt, and even though I'm usually a really good Googler, apparently no one had taken the time to scan, upload and tag The Milk Fed Shirt Photo. It continued to live only the charred branded spot in my brain. Until...
Year: 2011
Location: The Internet
Scene: I'm sitting at my dining room table, late at night, surfing the faceboox instead of going to sleep. The latest update from hyper-cool art teacher/L.A. fashion veteran friend Kristin read "14 years ago I was working at No Life Record Shop," and the link posted was to... THE SEVENTEEN ARTICLE. WITH SOFIA AND THE SHIRT. Not only is the shirt photo exactly how I'd remembered, but -- extra awesometown bonus -- Kristin was the girl pictured in the article advising Sofia on new records! And she went on to work at Milk Fed later on! ZOMG CRAZYTOWN COINCIDENCELAND! (AS WELL AS VALIDATION THAT MY MEMORY IS STILL GOOD! At least my memory of pictures of clothing I wanted in 1997!)
Awesome story, right? Worth all the time spent reading all those words about my tween obsession with a random shirt pictured in a now-crappy publication? If not, here's a little brainworthy content to leave you with a less condescending evaluation of me. What I ACTUALLY think is really interesting about my story, fourteen years in the making, is how a little logo tee managed to worm its way indelibly into my mental archive. And I'm not the only one; based the comments on
the original post, as well as my friends' responses when I showed them, a LOT of girls remembered the photo instantly, as well as their intense 1997 cravings for that little navy blue logo tee.
This tells me that ol' Sofia Coppola had a knack; she somehow hit the nail on the head at that moment with pieces that struck a perfect chord with us girls-now-women. It's no accident that she made a tee we all still remember; that we think her movies are some of the more visually arresting of the past decade and we love them; and that her look/haircut/style has been coveted by us for coming up on twenty years. I wouldn't have thought to name S-Copp as a trend pinpointer of the ages, but thinking about it, there's no other conclusion. Major props, homegirl. Even if you were wearing a really dreadful skirt/tube top combo in the above photo... at the time, I'm sure it was the very cutting edge.
OK, maybe I don't miss 1997 THAT much. Let's leave tube tops in the twentieth century for good.