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Tribute or Trifle? U.S. Rep. Jeff Miller says Sears’ military clothing line is a bad fit
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By MONA MOORE
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NW FL Daily News, September 15th, 2008
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TRIBUTE or TRIFLE?
U.S. Rep. Jeff Miller says Sears’ military clothing line is a bad fit
A new Sears clothing line may become a limited edition if one Florida congressman has his way.
Sears Retail recently introduced the All American Army Brand’s First Infantry Division clothing collection. The clothing line marks the first time the military has sold licensing rights.
Although the sportswear will have official patches of the Army’s 1st Division, it will not be the standard battle dress uniforms.
“This is different. It’s a little bit younger, a little bit more contemporary line,” said Les Townsend, vice president of Sears apparel. “It’s definitely not products they would find in the local BX.”
U.S. Rep. Jeff Miller doesn’t want to find the clothing line anywhere.
“These are honored insignias that mean something to the people that wore them, and they should not be commercialized,” he said. “What’s next, the Congressional Medal of Honor?”
Townsend, on the other hand, find the authentic look appealing.
“First Infantry is one of the most famous divisions of the Army,” he said.
The “Fighting First” of the 1st Infantry Division led American troops in World War I. With the famous “Big Red One” patch on their left shoulder, the 1st Infantry soldiers continued the tradition in World War II.
The division “was the first to reach England, the first to fight the enemy in North Africa and Sicily, the first on the beaches of Normandy in D-Day and the first to capture a major German city,” according to the infantry’s Web site.
The Division was also first in Vietnam and Desert Shield/Storm.
“You don’t take something that is recognizable and something that was earned by those who served with the Big Red One patch and sell it to the highest bidder,” said Miller, R-Chumuckla. “Are they gonna start licensing the Purple Heart?”
“He’s right,” said Squirrel Carroll of Destin, a retired airman. “You do earn that trident and you do earn the Ranger Battalion patch. I earned being able to put on the AFSOC patch. I got beaten up, I went through the classes, I went through survival and I earned it.
“However, if the kid’s 5 years old buying a pair of shoes (with a military patch), why not? Why not (support) a dream to be the best at what he can do?”
Carroll said he would not mind seeing the Green Hornets patch of his beloved 20th Special Operations Unit on a civilian.
“If the money was going back to taking care of these guys, I think it would promote patriotism,” Carroll said. “It’s a whole different philosophy now, and I think it’s because they want the American public to know what it is so that they can support it.”
The Army’s profits will support troops and military families. Sears also supports the military through employee assistance and community outreach programs.
“We’ve got a big program called Heroes at Home that works to assist veterans,” Townsend said.
Sears partnered with the United Service Organization for Heroes at Home, a wish registry for military families.
“There are some places, overseas in particular, where if they can get a hold of a military squadron patch, I’m talking an American patch or an American Army patch or an American bomber jacket or flight jacket or flight suit or Army jacket … They love it,” said Tim Hartigan, store manager of the Mary Esther Sears Retail Store. “I think there are a lot of people in America who would like to wear that clothing, as well.”
Hartigan flew jets for the Air Force until 1992 and trained at Hurlburt Field. He thinks of the popularity of military clothing as a tribute to the service.
“A lot of times when I was a kid, we would wear stuff that was my dad’s and my dad was also in the military. So if I had access to his military clothing, I’d wear it. I didn’t earn it,” Hartigan said. “It was a tribute to him and it was such an icon. It’s our way of saying, ‘you know, that’s pretty cool. We like it. We respect it.’ ”
Miller hasn’t spoken to anyone in the 1st Infantry about the clothing line. He has been in touch with legislative affairs for the department of the Army.
Miller says he is trying to find out who authorized the Sears Retail deal.
“Everybody I’ve talked to so far says they’re not sure who made the decision,” he said. “With that type of reaction, I’m hopeful that the Army will reverse the contract with Sears and Sears will understand.”
“The clothing line was issued out of the Pentagon,” said a spokesperson for the U.S. Army’s 1st Division from his station in Fort Riley, Kan. “We were just the first picked for it and we were honored.”
Sears designers researched uniforms worn by the U.S. Army and were inspired by the designs they found. Townsend said the military details and styles have a long history in fashion.
“The idea was, go to the source,” he said.
Sears premiered the line this week at New York’s Fashion Week. The line includes T-shirts, pants and jackets that range from $22 to $200. “We’re testing women’s and boys’ as well,” Townsend said.
The full line will be available in October. The men’s line got an early start.
“It’s actually sitting in stores now. We’re ready to rock ’n’roll,” Townsend said.
Men’s apparel is available at Sears Retail in Santa Rosa Mall and online. The new sportswear line landed in stores Friday.
“That’s fine,” Miller said when he heard the news. “They can pull them off the shelf.”
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