Yesterday morning as I was performing some of my mind-numbing library bitch work I came across this story in yesterday’s New York Times. I rarely read full articles in magazines or newspapers when I’m at the library, something related to the fact that I have recently punched in and oh yeah I am getting paid to sort, process, shelf, and bind prep serial publications for others, not my own enjoyment. At least I truly love the work.
In all seriousness, the people there treat me better than or as good as I have ever experienced a workplace, and I have had some pretty good bosses and workplaces, along with the requisite misery that comes with my age and class status. When I am talking to people there or hanging out it is like being with friends or really nice neighbors or mentors. When I am basically working alone doing tasks I have been doing all summer long for several hours in a row five days a week and there was no coffee in the break room when I checked earlier and I can’t see because the lighting is bad and I need new, as I phrased it today, “eyeball correction”, and I am dreading my 4 hour Friday afternoon closing shift, I get a little bitter and I just want to read the rest of that article that Jet magazine or the Journal of Physiology or Indian Country Today made sound so appealing on the cover.
Anyway, that is neither here nor there. So. The Life is good story. Since it has obviously in no way influenced my writing on Speaking of My Mother I will take this opportunity to divulge my personal perspective on the glass: I tend towards the pessimistic, slightly. It’s more empty than full at least. So I approached this piece on Life is good brand fanatics with some hesitancy. Yes, life is good, but it is also often bad. I am also a bargain shopper and don’t have too many strong feelings for particular brand names, though I have a couple that I do enjoy more than others.
The story that the NY Times was specifically covering here is one of intensely blind brand loyalty and equally hard-core and oblivious optimism, all open to public viewing at a Life is good Festival in Boston. The author, Eric Wilson, writes up a pretty great article, entitled “Everything’s Fine! My T-shirt Says So” and remarks that the slogan is “out of step with the times”. This is an understatement.
But both vendors and consumers of the merchandise and brand seem to particularly enjoy their carefree attitude and lives when most of society is suffering its hardest times. It seems that riding out the bad economy and “looking at the big picture” largely require the right attitude rather than what I was thinking about – some combination of money, luck, and connections.
The quotes and anecdotes in this story are priceless, it almost reads like an Onion article. A co-founder of the company asserts that the idea is about non-materialistic simplicity, while the consumers at the festival, in between “dog-bowl bowling” and group hula hooping (see the article for this strange image), are explaining and expanding their Life is good collections, “I’m Life is good obsessed…it makes me remember that things are not so bad” notes one such woman. Certainly this is no truer than for the company itself, whose founders don’t see a recession, but instead an “opportunity”. Wow, how can more people see these magical opportunities?!? Surely they exist; maybe we should buy these New Clothes and we will see them too!
But it’s not just about clothes- Life is good also has backpacks, beach towels, baseball caps, dog collars, mugs, hammocks, wallets, and candles. Anything a yuppie who is in no way feeling the economic strain would dream about. The company and their multi-merchandise message are also embraced by “the people who face the most adversity” according to co-founder Bert Jacobs. You can certainly see this in the pictures I found – a man playing with his dog on the beach, another man, formerly suffering on a hammock, who is now thinking “life IS good”, another guy so happy he wants to carry that girl on his shoulders, and she’s okay with that too. My favorite is the one where the woman is so happy that she has spread her life is good attitude to the cameraman I think, who is now laughing or hula hooping and thus can’t even get a good picture of this woman who is supposed to photograph. Wilson calls these fanatics “like-minded cheerleaders”. Well I call them American heroes of “American optimism”. They can teach us something about resiliency and ignorance, courage and privilege. If you want to be like them instead of always annoyingly complaining about the war in Iraq or stressing out trying to campaign for a better future. you can join these folks – just spend some money on Life is good apparel and accessories. I would go for the wallet first. I think they might put some money in there for people facing “the most adversity” so you can afford some of those $25 t-shirts.
The destruction of the environment getting you down? Go inside and light those Life is good candles. Depressed about the oil crisis and worldwide food shortages? Drink a cup of coffee in your Life is good mug. Then later this summer stop by your local Life is good festival, compete in some folksy contests, and pick up a few armfuls more of those irresistible shirts. Because Life is good Inc. understands that, and I quote, “too much of what is happening in the world is complex” so they’ve made it simple. Buy some crap, feel better, make them feel better so they can continue to get rich off your ignorant asses. Have a nice day!