NASA isn’t exactly setting any kind of records putting people up into space these days, but it still manages to capture the imaginations of the world’s citizens. That has manifested culturally in such films as Apollo 13, 2001: A Space Odyssey, and the more recent Oscar-nominated Hidden Figures as well as in, not surprisingly, a slew of clothing brands.
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The Coach Space collection is the latest example of a fashion brand embracing the NASA logo, which has been used before by such places as Target, Topshop, Forever 21, Old Navy, Urban Outfitters, Nike and Walmart, among others.
With the tagine “Introducing a limited-edition space collection inspired by American dreamers,” Coach’s interest has been spurred onward by the digital world.
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“Social media has propelled us forward in a way I’ve never seen before,” Bert Ulrich, multimedia liaison at
NASA’s Office of Communications’ Multimedia Division, told Racked.
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“Hollywood films like Interstellar, Gravity, Hidden Figures, The Martian… these have caused a lot of interest in space.” Ulrich says his office gets a logo licensing request daily now rather than the previous three or four times a month.
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There are actually two NASA logos being used, nicknamed “The Worm” (below left) and “The Meatball” (right).
The former dates from 1959 and the latter from 1973. They both show their age quite gracefully, which is part of what attracts brands and nostalgic boomers to the logo.
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The other thing that attracts brands may be that they don’t have shell out any cash to use NASA’s logos. As a government agency, it wants others to show off its logo and charges no licensing fees.
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Brands do need to get permission to use the logos, but it doesn’t seem that NASA really cares who uses it – as long as it isn’t made to look bad.
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“The collection is very nostalgic,” said Coach creative director Stuart Vevers. “There’s something about the time of the space program that just gives this feeling of possibility. The space references, rockets, and planets are symbolic of a moment of ultimate American optimism and togetherness.” And that’s something that America could use a little more of these days.
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