It’s always funny to see what consumer brands tend to catch on as apparel brands. A lot of that stems from nostalgia, where retro logos or products from the past work well as novelty T-shirts or cultural signifiers.
But in South Korea, an unlikely (and currently active) brand is catching on as something of a sleeper streetwear hit: Lockheed Martin.
Yes, that Lockheed Martin, the one that makes fighter jets and missiles.
People online are mocking a bizarre crossover that's turned arms manufacturer Lockheed Martin into streetwear in South Korea https://t.co/ULJLC6yz9K
— Insider Retail (@insiderretail) August 24, 2023
How did this happen? Well, according to Mashable, who did a little digging, it’s not entirely clear. The most likely scenario is that Lockheed Martin licensed its name and logo for a South Korean apparel company to include on items. But, still, it begs the question: Why do South Korean apparel buyers want Lockheed Martin apparel at all?
Mashable also reported that consumer brands, even those who you might not deem “cool” or “stylish,” like Jeep, Pan Am, National Geographic, and CNN, have caught on as streetwear brands with brick-and-mortar stores.
why does the clothing drop for Lockheed Martin in Korea go so hard?
what are they planning?https://t.co/Qs8UQ9LLtv pic.twitter.com/tt8DShUdH6— babyalfredo#𝔅ℜ𝔊 (@BabyAlfred0) August 18, 2023
This is also different than what Lockheed Martin actually sells through its company store, which is a lot more of the traditional corporate swag, like North Face fleeces or Carhartt apparel. This is directly made for a more streetwear-leaning look for an audience that skews younger.
It’s still a little confusing, and unfortunately no one from Lockheed Martin responded to Mashable’s request for clarification.
So, we’ll just have to assume that in some markets, international brands have an appeal with young buyers. You just never know how effective your promotional apparel might be.
