“Big Red One” Merchandise To Be Sold at Sears

Surviving Word War II vets will probably be surprised that their Big Red One combat patch has been licensed by the US Army for a clothing line.  The First Infantry Division is the oldest division of the US Army and has seen continuous service since 1917.  In Word War II, it was one of two divisions that stormed Omaha Beach on D-Day.  Now, Sears has inked a deal with the Department of Defense to launch a line of clothing centered around the Big Red One insignia.  Revenue from this venture will most likely be put towards ongoing recruiting efforts.

This is an interesting turn of events.  As a child, I can remember some controversy over surplus Army field jackets being worn by civilians, with the patches still on them.  Many in the military will not like this new approach to turning their service insignia into a merchandising brand.  On the other hand, in this new age of an all-volunteer force (of which I was a part for a time), the military must look for ways to promote itself in the youth culture from which it draws its recruits.

Personally, I don’t really care if they put the logo on merchandise or not.  From Saving Private Ryan, to Band of Brothers, and other movies, video games, etc., Hollywood has been cashing in on military history quite a bit.  Why shouldn’t the military be able to do the same?  Having said that, some of the bingo players at the VFW might not like it.  The rank and file troops who were not told this was coming will be caught off guard also.  In our brand identity obsessed culture, it was bound to happen sooner or later.

See the story at Politico: Army, Sears clothing deal irks lawmakers

and Military.com Sears to Sell Army-Approved Clothing