Clothing giant Kathmandu has admitted that they never expected their black puffy jackets to be cool, and encountered significant supply chain issues when the jackets started to reach peak popularity. The stark admission came at a recent retail conference in Melbourne, where an employee at Kathmandu admitted they couldn’t work out why young rich kids who looked like they’d never camped before started entering stores and buying the jackets.

Once they realised what was happening, the employee said they had to dramatically change their marketing strategy from targeting wealthy hippies and middle- to upper-class Baby Boomers with a passion for the outdoors, to 15–25-year-old inner suburbanites with a taste for brunch and organic coffee. While the change was difficult, the employee admitted they didn’t even really have to bother, as the jackets “pretty much sold themselves, so we just had to make sure we were making enough of them to meet demand”.

Such was the success of this trend, that work boot manufacturers have recently been in contact with Kathmandu to ask them how to capitalise on selling a product to people who you never thought would need it. The approach has come in light of the current footwear trend of blokes wearing giant work boots with their best jeans and jumper whilst accompanying their partners for a shopping trip to Chadstone. While the boots often look like they’ve never even seen dust, let alone dirt or any manual labour, they seem to be on trend with a certain segment of the market, so boot manufacturers are lining up to cash in before the trend dies its inevitable, and hopefully quick, death.