It’s a fall day in 2018. The leaves have just started to change their colors while they get ready to fall, and a sudden chill has been cast upon the wind of Lake Forest. You pick yourself up out of bed to get ready for school and put on your staple t-shirt – sometimes it was short-sleeved, sometimes it was long-sleeved – but it was always Vineyard Vines. This simple, preppy design, with a charming, customizable whale on the back, had everyone in a chokehold.
What started as a classic pink whale slowly evolved through the years into something much more. The pink mammal would venture beyond the sea engaging in activities like lacrosse, sailing, and football. Suddenly, there was a way to communicate your personality and interests just by looking at the back of your t-shirt.
The leviathan would also participate in countless holidays as well, making himself the right choice of apparel for any event at any time of the year. He didn’t hibernate in your closet when it got chilly, but instead, would make an appearance at your grandma’s Thanksgiving. He was everywhere. The whale became an effortless choice made in the morning. You really couldn’t go wrong. So what happened?
Well, the simple answer is, style has changed, and so have people’s priorities. Before the pandemic, sweatpants and leisure wear were not as common among high schoolers. Instead, the frequent silhouette we would see pop up again and again would be khaki pants or shorts, paired with, in this instance, a Vineyard Vines t-shirt.
After the pandemic, though, this would all change as we would see the rise of expensive athletic brands such as Lululemon and Patagonia. We all sat back and accepted the takeover of bougie comfortability. Our favorite cozy pants to wear around the house would rise in price from $20-$50 to $60-$120. One could say this was due to inflation, but ultimately the want of a more comfortable life sprouted by the pandemic takes most of the guilt.
Vineyard Vines isn’t entirely dead, though. Through the school hallways, you can still spot a handful of loyal viners. Beyond those few faithful fans, many people still have one polo, quarter zip, or t-shirt with an iconic whale. After all, every company will have a rise and a fall.
