Patriotyczny marketing i design. Przykład marek odzieżowych Próchnik i Red Is Bad
Patriotic Marketing and Design in Poland. An Example of Próchnik and Red Is Bad Clothing Brands

Summary/Abstract: The article is an anthropological analysis of ideas of patriotism created by two companies – Próchnik (which sells mostly formal and smart casual clothing) and Red Is Bad (which offers predominantly street fashion). The both firms’ clients are probably middle-class men, what is more the both firms continuously refer to Polish history and national imaginary. However, the companies create different worldviews and shapes of patriotism. Próchnik creates narrative of military and sport successes achieved by the Poles in the West and in the homeland. Red Is Bad exploit themes connected with Polish expansion in the East and the nation’s martyrology. One may be astonished by constant efforts made by the both companies, in order to educate the customers and to make them proud of their identity. Such grandiloquent style of marketing and design seems to be an answer to many Poles’ needs.

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