How did we get to today's fashion sense? When I look back at old photos from history, it's remarkable that so many men and women not long ago were dressed professionally in some many occasions. A suit and tie at a baseball game in the 1960s? Unbelievable, considering fashion today is in the era of the derriere reveal. While Watamanuk doesn't exactly get us from that Point A to Point B, he does provide some solid fashion history that evokes some nostalgia at the same time. The chapter on Ralph Lauren and Lo-Life Crew might be the best example of what the book tries to do: explain how fashion becomes a symbol and how that symbol becomes part of American culture. I briefly remember the FUCT design, but the book unpacks the story and its place in art in an intriguing way. Phat Farm and FUBU, JNCO and MTTM all make appearances here.
This isn't a story about the actual designs- don't expect much in the way of actual descriptions of the styles. Instead, this is the story behind the fashion. The VH1 Behind the Music of the MTV bands, so to speak. Some of the stories are a little esoteric, especially in Act Two. However, there's something for everyone here. If you are looking for a book to read that will connect the stories of American business at the turn 21st century, then by all means, read Bigger than Fashion.