Pabst Blue Ribbon

The NYT once again reinforces my blue collar chic theory with an article on Pabst Blue Ribbon. A very long article on Pabst Blue Ribbon. "The trend-explaining industry has mostly framed the rise of P.B.R. as part of an alleged 'retro-chic' movement. Of course, iterations of retro-chic (Fiestaware, cocktail music, etc.) have bubbled through the culture for a decade or more now. A subset 'white trash' theory links P.B.R. to Levi's (whose sales have actually fallen) and trucker hats (a fad that was revealed and snuffed out almost simultaneously, when Ashton Kutcher wore one on his MTV show, 'Punk'd'). One zeitgeistmeister has even suggested that P.B.R. drinkers were inspired by the blue-collar heroes of 9/11."
The marketing of no marketing [NYT Mag]