Posted on January 17, 2011 – 14:00 in Features | Steven
A Portrait On Pennystock
No gold stars need handing out for cottoning on to the big trend of 2010, heritage. We’ve all humped through economic difficulty looking back to “simpler” times and positively questioning the potential of returning heavy manufacture back to the First World. In some circles, naming the most possible long lived brands will garner respect. Not so at Reference Council. We’re interested in stories and we are also interested in ideas.
Despite our “ear the the ground” approach, we do occasionally miss things. For example, Penny Stock had escaped our attention until refuge was sought at Brigade Clothing on a rainy afternoon in Cleveland. A Penny Stock Oxford was tucked among the racks, the first thing of note (no exaggeration) was the price. Under $60!?!? Yes, and almost defiantly so.
Given the astronomical interest in J. Crew (part marketing, part price points), there should be no mystery as to the appeal of Penny Stock. It’s the same basic American aesthetic. But, and here’s the twist, there is something greater at stake. Penny Stock answers a question we’ve had about heritage for almost 18-months – can any of this fashion serve a didactic function?
Penny Stock’s website confirmed that the brand believed fashion could be a conduit for learning. We were intrigued, and so we reached out to John Moore, the man behind Penny Stock and parent company Pencil on Paper Studio.
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