Deal puts Army patch on line of apparel

McClatchy Newspapers

Published Thursday, October 9, 2008

JUNCTION CITY, Kan. - Call it Army chic. In a military-meets-merchandising deal, the patch of the Army’s oldest division has gone logo.

The big red numeral "1" against a shield of green that symbolizes the 1st Infantry Division of Fort Riley, Kan., now adorns clothing in the manner of Adidas’ three stripes and Nike’s swoosh.

"I see it as a fan thing," said Carolyn Marvin, a scholar of patriotic symbolism at the University of Pennsylvania. "Having a team’s jersey doesn’t make you a football player, but it signals how you feel about the team."

Jerry Newberry, a spokesman for the Veterans of Foreign Wars, said the clothing line might help in subliminal ways by making the Army seem more appealing. But he said he thought it should include something that told people the patch isn’t randomly military-like.

"If you’re going to sell this stuff," he said, "at least include a cardboard tag with it that explains something about the Big Red One so people understand its contribution to America."

The clothing line is made by All American Apparel and retailed exclusively at Sears stores. It’s called the First Infantry Division Collection, but not all the soldiers it aims to associate with are thrilled.

At the Fort Riley, Kan., headquarters of the 1st Infantry Division, the official reaction is pointedly subdued.

"We didn’t have anything to do with the decision," said Maj. Nathan Bond, division spokesman.