Last winter, New York Magazine’s e-commerce tastemaker blog The Strategist published an investigation into a particular jacket spotted on the Upper East Side. Dubbed the “Amazon Coat” for its unlikely provenance, it was written about far and wide, and eventually became ubiquitous to a certain subset of women who live in New York City and pay close attention to Twitter for work, pleasure, or a hideous combination of both. At the time, I saw a colleague cross the street in the coat and thrilled at how nice it looked in the wild. Eventually, I purchased the coat myself, reluctantly buying into the hype.
, and eventually became ubiquitous to a certain subset of women who live in New York City and pay close attention to Twitter for work, pleasure, or a hideous combination of both. At the time, I saw a colleague cross the street in the coat and thrilled at how nice it looked in the wild. Eventually, I purchased the coat myself, reluctantly buying into the hype.
In 2019, though, the coat seemed smaller, sadder and definitely dirtier, slumped in the corner of my closet. What happens when the moment for such a specific product passes? Who will be wearing the coat for another year, and who will be sending it to the great clothing bin in the sky?
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