To watch all the episodes of SEASON 1 of VIRAL, click here .
Episode 1: the M-65
Episode 2: the Sweatshirt
Episode 3: the T-shirt
Episode 4: Jean
Episode 5: the Oxford shirt
Episode 6: Chino
Episode 7: Sneakers
Episode 8: the Perfecto
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VIRAL stands for Iconic Clothing that Tells the Story of Legendary America .
Yes, we racked our brains.
This format, brand new and beautiful, was designed to tell you (in a somewhat personal way I agree) the stories of the mythical clothes of America , the ones that everyone wears all the time, unaware of having on their back a piece of history .
I chose to break the chain and leave the BonneGueule showroom. For a few days, I established an HQ, with Louis who shoots our videos, somewhere in the flea market of Saint-Ouen, in the north of Paris. What more logical place to talk to you about clothes with a story than an antique district?
One might believe that the button-down Oxford shirt is a shirt like any other, that it is a banal and almost insignificant variation of a universal piece of men's fashion. Oh yes, we could believe it!
But I'll tell you, that would be putting the finger in the eye and with a lot of momentum. Which must hurt horribly. Anyway, let’s move on.
The button-down Oxford shirt, or OCBD for Oxford Cloth Button-Down as the Americans call it, is the first to introduce a notion hitherto foreign to men's fashion: comfort.
Inherited from a sporting activity in England which involves a lot of men and a lot of horses - wow that sounds weird - the American collared shirt has become a symbol of American sportswear and its history is not foreign to the famous students from the Ivy League, at Yale, Harvard and elsewhere, who wore it with incredible style and who shaped what the term casual chic means and, more broadly, men's fashion.
I wear :
A vintage Ralph Lauren oxford shirt
Officine Générale striped pants
A Nautic-Ski watch from Lip.
