It’s apparent that Camber don’t do funny business. There’s an enduring mystery to this sports/workwear brand that’s nicely at odds with every other brand letting the blogsphere see every inch of their inner workings down to the guts – they make great product, so hard wearing that it nearly falls into the current workwear boom that’s got your local hipster hotspot looking like dress rehearsals for ‘The Grapes Of Wrath’ with added GORE-TEX. This has been the year of the heritage range. Marketing guy spots local urchins in denim and workboots, discovers the hype blogs and realises that all they need is their old logo on a patch, Vibram on the sole and voila! They’re in the running.
In the tumble to show just how goddamn old and authentic they are, old brands are acting less like the bemused Farnklin Davis who expressed concern for Ben Davis fan Snoop Dogg around the time he was aquitted of murder charges, “I heard something about that Snoop Dogg guy getting in trouble…” or a crotchety old man chasing a young man in cropped chinos wielding a DMC-GF1 off his factory property. Nope. Now it’s all blogger tours and storytelling.