The Latter Days
Patagonia’s brand identity is complicated. Once beloved by socially-conscious hippies, it now doubles as the official jacket of the frat boy. What will the Patagonia of the future look like? To answer that question, we’ve gazed to the past. Inheritance. Whether it be the natural world each generation must protect for the next, or the world's comfiest fleece pullover passed down from dad—Patagonia is about taking care of the good stuff and making it last.
The pitch: After 45 years, Patagonia’s name speaks for itself. But what is it saying? High quality and classic simplicity have made their products the benchmark for generations of serious outdoor enthusiasts. And the company’s ethos of environmental and social advocacy has provided a model for how a corporation can still be successful without compromising principle. On a sentimental level, Patagonia clothing is by now a time-honored fabric of the American household. It is what kids grow up seeing their parents wearing as vital young adults, a layer of comfort and security in the midst of life’s action. These coats and pullovers become part of the family—inherited proudly, already weathered by rich experience.
But to some, modern Patagonia evokes frat dudes and investment bankers as much as it does alpinists or kayakers. A symbol of trendy conformity, when its logo deserves to embody the rugged individualist. Patagonia’s mark of quality is not cheap. But that doesn’t have to equate to obnoxiously elite. When a sustainable piece of Patagonia clothing is recycled, repaired, and reused for generations, it isn’t the price tag that makes it great; it’s the story. A coat from Patagonia isn’t about status or passed-down privilege. It’s about passed-down adventure.
With so much “new” in Detroit these days, it’s easy to overlook the classic standbys…until they’re gone. Hygrade Deli has survived for 65 years, just a stroll up Michigan Avenue from Corktown’s poshest eateries. And if the charm lies in Hygrade’s decor being stuck in time, then the kicker is—so are the prices. For the price of a pour over + tip down the road, you’ve got yourself a full breakfast special…with refills.
They say insanity is doing the same thing over and over, expecting different results. But we think what’s really crazy is switching things up once you’ve got the results right where you want them.
For over 65 years Hygrade Deli has been doing the simple stuff for Detroit better than anyone else. Corned beef. Meatloaf. Eggs and hash browns.
It’s not rocket science. Would you want it to be? (But speaking of rockets…what were you doing during the moon landing? Because we were right here, serving corned beef.)
You can’t remain a “best kept secret” for 65 years without being the best.
So, what’ll it be? A full Hygrade breakfast special, or one coffee at the “new” place for the same price.
Good food doesn’t have to come with a side of good grief.
Nothing new here. We promise.
- January 21, 2017 - Group Show "Printers Without Presses" at Public Pool / Hamtramck, Michigan
- August 19, 2016 - Group Show "Ultimate Stars" at Ann Arbor Art Center / Ann Arbor, Michigan
- June 17, 2016 - Debut Solo Show "Seen/Ignored: Notifications of Nothing" at Collective Artspace / Grand Rapids, Michigan
- April 8, 2016 - Group Show "Funhouse" at Counter Culture / Saginaw, Michigan
- November 15, 2013 - Formed online art store/record label/poetry press Sitcom Universe
- March 2013 - March 2014 - Live-in Residency at Klinger Street Studios / Hamtramck, Michigan
What You Are
Dark Autumn Hour
The Latter Days
Open It Up
Does Me In
If the Suns Collapse
In Protection of Sylvan Manor
Granduncles of St. Lawrence County