It takes nerve to christen a brand. Some choose discretion, elegance, a subtle reference. KidSuper, on the other hand, went for the gaudy glare of a “SUPER” promise. But what is truly super here, other than an inflation of ego and a caricature of half-digested creativity?
This is a shrill advertisement for a world that confuses genius with tomfoolery. From the name alone, everything is clear: a fashion that struts around under the pretense of boldness. “Kid” stands for regression, “Super” for excess. One can almost hear a child dressing up as a superhero with scraps of garish fabric. Continue reading