Trendwatching for their breathlessly optimistic tone of voice, something that old cynics like me would do well to take heed of. Back in 2016, in the light of Brexit and the rise of Mr Trump, the agency suggested that brands might like to join the backlash against globalism in a positive way.
It seemed naive at the time: surely all those that supported Brexit were dreadful flag-waving jingoists at best? But now, with Facebook in the particular limelight that's reserved for villains of the piece, maybe there is room for 'Nation Nurturers' to stand up as heroes for people 'seeking solace in the familiar.'
I've found two menswear brands that are doing just that, and combining the history and tradition of the British Services with bang up-to-date business models and media.
First, there's Realm & Empire, who have 'honest, original garments that offer modern fits with strong historical links.' Inspired the archives of the Imperial War Museum, this is just the ticket for those who'd like a piece of vintage kit but find only sizes S and XS on eBay. Wouldn't mind a job as a designer there!
And then there's a brand that's only been around half a year or so, Patria , which is a purpose-driven outfit, founded and staffed by veterans and committed to supporting Armed Forces Charities. The business model here is bang up-to-date, employing crowd-sourcing, which removes the necessity for stores and stock, and cuts down on waste. They're currently offering T-Shirts and Sweatshirts to celebrate the RAF centenary.
Patria's logo, the terrier 'Jack', is, quite simply, top hole.
Chocks away, chaps!