the aspiration of growing old

The fear of aging is an ironic (and very Western) concern, seeing as aging and dying are the only things all humans have in common. In many cultures, old age is an irreverent status, as elders offer invaluable wisdom and acumen.

Right now the most valuable currency in the aspiration economy is newness, novelty and youth. Marketing and advertising, especially across fashion, is all about selling a lifestyle and image for your current self. Future chronological chapters of your life are deemed irrelevant. But these partnerships challenge that assumption. They sell the idea t... See more

Many older individuals feel a greater sense of freedom with age, inviting them to chase their truest selves, and leave the unimportant angst behind. In a culture where angst seems to prevail, and young people face uncertain futures, aging with joy is a radical act of humanity. And the conversation is changing to reflect this.

• A look of unmatched confidence: Look into those steely, fixed eyes of Willem, Jo and Jerry above. Feel how they exude a sense of authority, ingrained wisdom and confidence. They have worked hard, and become the masters of their trades. Supremacy achieved not through follower numbers, but from cold, hard, lived experience. It provides substance and

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Some people say 30 is the new 20. But, if you’re the business of selling clothes to dudes, you’re likely thinking that 50, 60, or even 70 is the new 20 given the spate of famous elderly pitchmen being tapped to rep luxury clothing brands and streetwear labels.⁠

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Boomers and Gen-X-ers, clad in their comfy walking shoes, quietly strode to the forefron... See more