It happened again.Earlier this week I was checking out Instagram over coffee and it happened again It happens so frequently that you could say ‘samething-happened again’. My fingers work so robotically in removing the content that I almost didn't notice it was there, that was until I saw the same message repeated a second time. A coincidence? Or had my fingers not worked fast enough in deleting this Catfish. Essentially what it is, is some ‘genius’ graphic designer (turned T-shirt printing entrepreneur) has lured me into their Instagram account with the promise that they know my skydiving friends - share their images - tag #skydiving and then provide a link-in-bio to the history of primates turned humans, then turned skydivers flying a paragliding wing. We are ‘born to fly’ apparently.
Born to Fly. Right into your FEED
Copy, Right?When I think to myself, who the hell actually buys this rubbish? It is who is manufacturing this wannabe skydiving apparel and the idea that they also designed the print, which intrigues me. This is because they are going head to head with me on the values I stand for. Values which have shaped our business to create the industry's premium skydiving jerseys. It's easy enough to see why it happens, with 95 million posts per day on social media, who is really going to know right? Especially when you’re seeing incredible shots taken by @stayawesomeproductions and @jump_junkie being shared all over Instagram, Facebook and Pinterest. How do we really know if these accounts are not in agreement? Or have permission to use the images? Isn’t the internet free? No, and if you need schooling on how to share skydiving photos, Hypoxic, has a well-written blog on the guidelines you need to follow to keep everyone happy.
“Very fast… and lowest price.”There is a market for this, we understand. A great example is @skydivingcorner . They (along with many others) have direct access to you through our skydiving community. Just like a door-to-door salesperson they are now spamming your inbox and feed with the latest skydiving designs printed on the cheapest T-shirt, so you can tell the world that ‘skydiving is in your DNA’. Again, there is a market for this, I understand. These skydiving designs do speak to a certain customer. The T-shirt designers have made something they believe skydivers want, without actually being in the skydiving industry, but allowing us to think they are. A very cunning execution of marketing.
In our opinion fashion design isn't just giving people an idea to wear, it’s about giving them identity that they live in.