Cohen favours indiscreet European luxury: Hermès ‘H’ belts, Italian tailoring, open-necked shirts. He wears clothes like sportscars wear their badges. In court he appears in suits, but prefers soft jackets with loud patterns, worn with loafers and jeans. In corporate law and finance, clothes are expected to reassure clients; you should present a successful business, but not flaunt your bonus. In Cohen’s line of work, lawyers talk, and dress, more like prize fighters.
Like a suit, a uniform of jeans, T-shirt, New Balance trainers and sporty jacket relies on invisibility. The person (usually a white man) who wears it is virtually indistinguishable from a non-far-right guy in a casual everyday garb. Style is then either thought of exclusively as a tool to assimilate or paradoxically discounted altogether as irrelevant to one’s political beliefs. For white supremacists ditching the skinhead image means leaving behind their status as subculture, which defines itself in opposition to the mainstream, to reaffirm whiteness as the mainstream.
Before there was Clinton swag, there was Obama swag. Before there was Obama swag, there was Kerry swag. Whom are these items trying to convince? Do we purchase a Hillary Clinton T-shirt to show solidarity, or to build our personal brands? Do designers create them because they will change hearts and minds – or to reassure themselves that their industry has a role to play in their nation’s critical decisions?