Thursday, December 13

Bonobos Holiday Catalog 2018


Bonobos (as in the men's fashion brand) released their 2018 Holiday Catalog featuring men in all kinds of relationships from husbands to fathers to team mates to brothers.

"Celebrate Every Kind of Family." Here's the concept, from the brand:


"For many of us, the notion of family and being a family man has grown into something more. There’s the conventional idea, of course, but there’s also the family you choose. It could be made up of anybody — friends, colleagues, teammates, drinking buddies, or bridge partners, as long as they’ve got your back. There are many ways to be a family man, and each of them fit."

The best part for me? Aside from the amazing shot of a dad with his daughter ... the cover shows a couple in a same-sex relationship, thank you very much, presumably representing the "husband" aspect of relationships. But there's more.

This same-sex couple is later featured in the catalog with the full story of their relationship, as are other men as well. And this gay couple is positioned as "Long Haulers" because they've been together for 14 years. Amazing. Not sure we've ever seen gay men positioned as "Long Haulers," so it's nice to see that the old stereotypes are not represented here.


As a "Long Hauler" myself, I take great inspiration from their story and this catalog. And I'd like to thank Bonobos for resisting the cliches and truly representing real men in all kinds of relationships.

What's your experience? JIM.


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