"The South Butt" probably didn't do very well in marketing tests.

I'm probably way behind the curve on this, but I've never followed popular culture too closely, so pardon me for stating what might be obvious to you. I've noticed clothing trends on campus. This happened back when I was in high school (anybody else remember Coca-Cola brand shirts?), but I don't think so many public school teenagers became fashion clones as they do at this private school.

First off, I see labels and tags for a brand called Under Armour. It has nothing to do with hot dogs, and since they make caps and jackets and gloves and expensive sunglasses as well, they are a poorly named company (although they do sell underwear). Still, they're expensive and fashionable, so all the boys must wear something by them.

Second, and this has just happened over the past few weeks, when the temperatures started falling, everyone but me seems to be wearing a jacket from The North Face. The web site's home page says they offer, "technically advanced, innovative apparel, footwear, and gear that inspires athletes to Never Stop Exploring." I don't know about athletes, but every advantaged kid has been inspired to buy something from them. It's akin to all those SUV's you see driven by soccer moms or yuppies drinking Starbucks and not by people who actually go off-roading.

If these trends are new to you, as well, I'll keep an eye out. Anything else I need to know, I'll just look at the students and pass them along to you.