Disclaimer. The Good Measure lads are our mates. We think a great deal of them. But we’ve got loads of mates, lots of whom we think a lot of too, and we don’t spend our Wednesday evenings writing about them.
That’s the measure of Good Measure (#pun). Regardless of whether the people behind it are sound or not, their gear is just very, very good and naturally we want to tell everyone who will listen, or in this case – read.
I’ve had a bee in my bonnet about brands recently. Without wanting to get all Swiss Toni, building a brand is very much like making love to a beautiful woman. First of all you find someone who looks great. Or in the case of a brand, a product that looks great. Without that, your initial interest isn’t piqued.
Beyond that though, once you’re hooked in, it’s only the brands with depth who really deserve the serious attention. They’re the marriage material. Good Measure are this. It’s not just what they do that’s important, it’s how they do it. You can read all sorts of psychology shite out there about how brands are much more about their marketing than product and it’s probably true. But surely the holy grail is making something brilliant, then telling its story brilliantly. Again, Good Measure does that.
That brings us onto their latest release. Having buried their tongue firmly in their cheek numerous times when naming various iterations of their sweatshirts, they’re once again making like Joey Deacon with this new collection.
While other brands disappear into a version of the 1990s they never actually, truly experienced, Good Measure channel personal experience. In this case, it’s all about the days of video shops like Blockbuster, who – quick to embrace a new trend in home entertainment – would not only rent out computer games, but also the consoles on which to play them.
Sonic the Hedgehog was to the Sega what Mario and Luigi were to their Nintendo counterpart. While the plumbing duo were disappearing down massive pipes and scampering across mushrooms, Sonic was sprinting all over the gaff collecting precious stones as he went. It’s these eye-catching hues which inform the latest Good Measure release.
Back in the 90s, nobody was sitting there thinking one day they’d make premium clothing, apart from Good Measure.
What will they think of next?
See the Gem Pack at the Good Measure website.