Ratlinks Redux: How The West Was Fun
Why Western's and Western Wear are a thing. Plus how you can help a small business - caliny.com
WESTERNS HERE THERE AND EVERY-WEAR
Everything these days is having a renaissance.
This time feels different, this time it appears a bit more expansive than the usual renaissance, which historically has been limited to three basic categories: Renaissance Men, Renaissance Fairs & Renaissance Hotels.
My favorite renaissance right now is: TV
This month both Apple and Disney each launched their own over the top, monthly subscription TV product. Apple’s product hasn’t gotten much traction and isn’t worth focusing on yet.
Disney, on the other hand, has launched an all-out assault to make sure everyone everywhere knows about Disney+.
You can’t go anywhere without seeing ads for Disney+.
From Dancing with the Stars to ESPN, everyone aboard the Disney Death Star is perfectly calibrated to alert you to the launch of their new product.
I am not a Disney+ subscriber but it appears one of the main reasons to sign up is The Mandalorian, a Star Wars epic about, and I’m guessing here, the adventures of some sort of male space panda and a Baby Yoda.
Personally, I never really got into Star Wars.
However, that doesn’t mean I don’t get why people obsess over it.
I do get that.
My conjecture is that Star Wars is appealing because it is a space western. Better articulated by Derek Thompson in his book Hit Makers: The Science of Popularity in an Age of Distraction
There’s a simple formula for making a product that appeals to the world: Human beings like things that are pleasingly familiar, with a gentle touch of surprise. We like movies like Star Wars that combine genres we already know — Westerns, a hero’s journey — in new and exciting ways (in space!)
Quentin Tarantino’s latest, Once Upon a Time In Hollywood, is a tale about the old Hollywood system and the Manson Family, but in reality the film is a re-purposed Western about an actor who stars in Westerns, a sort of meta-western.
Why has this seemingly tired genre proved so enduring and driven so much evolutionary content?
Why are westerns having a renaissance? Readers may remember, the American West is also having a renaissance, highlighted in Ratlinks Issue #9 “Ah E Ah Grand Opening September”.
Westerns are having a renaissance in theory because almost all stories can be described as western-like and westerns can act as a vehicle for almost all major plotlines:
Overcoming the Monster - The protagonist sets out to defeat an antagonistic force (often evil) which threatens the protagonist and/or protagonist's homeland.
Rags to Riches - The poor protagonist acquires power, wealth and/or a mate then loses it all and gains it back, growing as a person as a result.
The Quest - The protagonist and companions set out to acquire an important object or to get to a location. They face temptations and other obstacles along the way.
Voyage and Return - The protagonist goes to a strange land and, after overcoming the threats it poses to them, they return with experience.
Tragedy - The protagonist's character flaw or great mistake is their undoing. Their unfortunate end evokes pity at their folly and the fall of a fundamentally good character.
Comedy - A dramatic work in which the central motif is the triumph over adverse circumstance resulting in a successful or happy conclusion
Rebirth - An event forces the main character to change their ways and often becomes a better person.
As we exit quarantine, I hope you were able to use the time for reflection and realize that is likely that conflicts in your life can be neatly summarized in any of the above plot lines but that is:
Instead, save that for the winter when you can easily transition to what holiday season is really about:
Egg Nog, Office Parties, Ugly Sweaters, and GIFTS!
How many of us have a gentleman in our life that you know or love? ✋
How many of us have no idea what to get this person? ✋
Now, are you wondering what westerns and gifts have to do with each other?
A few years ago, I noticed a gap in the market in the traditional neck-wear market.
Ties were staid, stogy and
To solve for this market need, we started calinY (pronounced: kal-lehn-why).
calinY is a brand that brings together California cool and NY street style. Our first product the “Urbolo” focused on stylish interchangeable bolo ties allowing guys to match their bolo to their outfit.
A leading fashion magazine, one known as a zeitgeist for trends, BusinessWeek covered our launch.
Hailing “bolo ties are back” and like that our Western origin story was born.
According to the BusinessWeek profile:
“I am in my early 30s, and don’t feel I can pull off the Southwest look on a daily basis, so we created a bolo with an urban edge,” says co-founder Vinnie Buehler. He recounts how the idea came together last summer over drinks at Manhattan’s Union Square, when he was listening to his friend, (now business partner) vent his frustration on the lack of neckwear options for men.
“We’ve noticed that people enjoy wearing them around their neck for more formal occasions,” adds Evan Ratner, “but friends also have enjoyed loosening them up and wearing them with a tee.” Breaking the chains of the necktie monopoly, one bolo at a time.
Today the brand has moved at light-speed far past the old west vibe and into many adjacent white spaces 👀.
In the process, calinY has evolved into a full-fledged lifestyle brand selling hats, tees, sweatshirts, kerchiefs (think yoga pants for your neck and good for face protection if say you were required to wear a mask outdoors) and of course bolos.
As part of its efforts to engage and work with emerging artists, calinY recently collaborated with Aries and Taz who comprise SWYP (Show What You Possess) - a New York train-ing duo whose routines are sought out by enthusiasts from all over the world.
DON’T JUST SCROLL PAST THIS VIDEO. GIVE IT AT LEAST 30 SECONDS OF YOUR TIME. IT WILL BE WORTH IT
This holiday season get the man or woman in your life a gift that highlights their personal style and individuality.
Heck use the coupon code “ratlinks20” and receive 20% off any orders.
Your other option:
Don’t take my advice. Instead get that special someone, one of Oprah’s favorite things.
