It was two gimlets after midnight and a lady who was a little too blonde and too formally built was already waiting in the bedroom; but more on that later. Well, since I read pretty much everything that comes into view, I even read my new trousers the other day. While taking them off. I open the four buttons on the fly. A multi-line message appears: “Go to bed with a dream, wake up with a purpose.” Wow! A pair of trousers has never said anything like that to me before.
I take the trousers off and find no fewer than eleven (11!) labels russia rcs data with writing on them. There it says – and it is nothing but the naked truth: “Understand yourself. Think of yourself. And then go your own way. Whatever ties to the circumstance you have and whatever conditions you are in keep your ways and remember to smile. The JACOB COHEN product philosophy.” Hey!! How cool is that!!! Label two: “Jacob Cohen Co. Handmade tailoring and manufacturing. Silver plated buttons. REF.IOM 901‐56 8CD.”
Bingo, you win! Label three: “Jacob Cohen Co. Mr.– I could write my name in there, or my pseudonym. Label four: “Jacob Cohen Tailored Jeans. Only Italian Craftsmanship. Handmade.” Label five: “TAILORED JEANS FOR CONNOIS‐ SEURS – SECOND PREMIUM EDITION.” Label six: “EXCLUSIVELY HANDMADE IN THE NORTH EAST OF ITALY.” (Aha, in Slovenia then.) Label seven: “JACOB COHEN SIZE 34.” I will spare you the details of labels eight to eleven, including the telling washing instructions (DRY CLEAN ONLY 100% COTTON). But it’s crazy: you always think you make brands, and now brands are making me.