FAT RELIEF, Bon Appétit!

My intention is to decode a handful of images/slogans by Johnny Cupcakes (ref. to as JC) a streetwear clothing brand, which appears to be lending itself as the spokes-vehicle and relief for western society’s consumer burdens. JC portrays itself as being an edible confectionary product, zero in fats, sugars and calories. This way JC becomes perceived as an acceptable product to consume, a healthy "treat", directly playing on the idea that people have to watch what they eat and indirectly acts as an indication that JC is a product worth purchasing, giving one the sense of value for money.

A cupcake and crossed bones logo chants JC as a bitter sweet affair, the one where healthy vs unhealthy. JC appears to tailor its imagery so the masses can identify with the brand, regardless of shape or size. Possible customers being drawn towards the JC concept, judging by the visual content online and printed are those who place efforts into maintaining their health and seek the “ideal” physique, as much as those who are more care free and eat with few or no restrictions. The JC Basketball FatBoys- Is JC a celebration of American and the universal Western “fat” culture? Or, is JC attempting to illustrate a statement- that “fat” is not ok?

Another example is the twist on the renowned Nike, Air Jordan logo it being quite simply comical- the original intention of Air Jordan is to depict a symbol of masculine power in sport, echoing the belief that anything is reachable. If we apply this idea to the JC representation, then one can revolve back to the double sided significance this image may hold. First, mocking those who indulge on food and will do anything to eat, hence jumping for a cupcake, or two, making “eating” acceptable as long as sport is included in one’s lifestyle.

The female with a cupcake at hand acts as an immediate tool for seduction. Here JC sexualises the female body and opens up temptation for most. For male viewers it triggers them into fantasizing and as a result feeling that JC is a desirable brand. In conjunction with that, would be a females interpretation where the physically fit model is admired and envied for looking physically appealing and managing to conserve her femininity, even if she does eat a dieters no-go area of pastries i.e. cupcakes. Wearing JC or being associated to the brand may enable a female population to sense acceptance from the opposite sex. To eat cupcakes, is a O.K.

I draw these queries back to the Johnny Cupcakes founder biography, where it is clearly stated JC to have built on a lifestyle free of drugs and alcohol which conducts JC´s mission to become apparent. Although, on first viewing JC and it’s illustrations may set up two interpretations, contrary to one another, what it does achieve most definitely, is for the viewer to engage with one’s imagination and creativity, and spark curiosity. All JC imagery that be on its clothing, via its advertising or packaging provokes curiosity within it’s viewer, making one pay attention to the detail in JC illustrations, and perhaps wonder what it all means, what JC´s defining message is.

Overall, I would describe JC as a provocative brand, making JC a shining light on social issues but more so a fashion brand emerging art, fun, innovation and a brand that successfully diverts customers from societal expectations and what I purvey as the serious, un kid like syndrome we experience in adulthood. When looking beyond the illustrations and reviewing the whereabouts of JC such as the 2010 "Suitcase Tour" around the U.S. giving lectures at universities and college’s, to ultimately inform the youth with regards to entrepreneurial action and suppressing the norm, it is clear that the brand mission is to educate. And so, I close my JC study with the humorous slogan “Make Cupcakes, Not War”.

http://www.johnnycupcakes.com/