TY - JOUR
TI - Patriotyczny marketing i design. Przykład marek odzieżowych Próchnik i Red Is Bad
AU - Łoziński, Łukasz
TI - Patriotyczny marketing i design. Przykład marek odzieżowych Próchnik i Red Is Bad
AB - 
	Patriotic Marketing and Design in Poland. An Example of Próchnik and Red Is Bad Clothing Brands

	The article is an anthropological analysis of ideas of patriotism created by two companies – Próchnik (which sells mostly formal and smart casual clothing) and Red Is Bad (which offers predominantly street fashion). The both firms’ clients are probably middle-class men, what is more the both firms continuously refer to Polish history and national imaginarium. However, the companies create different worldviews and shapes of patriotism. Próchnik creates narrative of military and sport successes achieved by the Poles in the West and in the homeland. Red Is Bad exploit themes connected with Polish expansion in the East and the nation’s martyrology. One may be astonished by constant efforts made by the both companies, in order to educate the customers and to make them proud of their identity. Such grandiloquent style of marketing and design seems to be an answer to many Poles’ needs.
	 
VL - 2016
IS - Tom 44, Numer 4
PY - 2017
SN - 0083-4327
C1 - 2299-9558
SP - 307
EP - 326
DO - 10.4467/22999558.PE.16.015.6640
UR - https://ejournals.eu/czasopismo/prace-etnograficzne/artykul/patriotyczny-marketing-i-design-przyklad-marek-odziezowych-prochnik-i-red-is-bad
KW - patriotism
KW - identity
KW - marketing
KW - design
KW - men’s clothing
KW - men’s fashion
KW - Poland.