Style Theory: Inside the Rise of the Ugly Holiday Sweater
Christmas was – at least in my family – a time to put on your very best dress clothes and celebrate with loved ones around you wearing their very best looks, too. Ruffles, wool, satin, fur, sequins were on the regular. And that’s just what my grandpa wore.
Now it seems like with many other North American clothing trends, we are living - and somehow, quite foreign to me, still breathing - in more casual clothes. Now I get more feedback on the street from wearing something “fancy” than if I stroll up to a meeting in sporty leggings. Oy.
I started noticing the rise of casual dress in university. For some context, I went to school in the time of matching velour leisure sets, popped collar polos, and more Ugg boots than actual students. My apologies fashion friends. Casual clothing culture has evolved, yes, but it has really just found its long lasting groove. It’s not waning. The extra, maximalist more-is-more fun dresser in me mourns for more fanciful times.
As I head to the various holiday parties all season long, I’ve noticed that it’s way more common to wear a silly, holiday sweater of the ugly variety than it is to wear a dressy holiday number. When I think longer on it, I think it is more common to have a holiday themed ugly sweater or two at one’s disposal then it is to have a suit or cocktail dress. Over time it seems my generation – the beloved millennials - are swapping classics for sweaters with jokes. Just like these:
Happy Holla Days
Where My Ho’s At?
<image of Santa Yoda/ Sports team/ throwback movie/ beloved character>
I’m Dreaming of an Intersectional Christmas
Jingle My Bells
All I Want for Christmas is Fundamental Human Rights
Merry Christmas You Filthy Animal
Ho-Ho-Ho’s Before Bros
Get Lit
Nothing says Christmas like a gross/ feminist/ light hearted/ misogynistic joke or pun strewn across a chest, am I right?
After some reflection, I think I can track the logic on how the Ugly Sweater became more than just a found-at-the-vintage-store joke. I have a few theories if you’ll continue to indulge me.
Theory One: The Rise and Takeover of Casual Culture
Building on my ramblings above, for many reasons people want to dress more casually. For everything. Part of me thinks is a natural revolt to generations past. A literal, “Okay Boomer.” Another part of me thinks people are just exhausted with modern life and crave ease. No matter the reason, people gravitate towards the comfortable option. The argument could be what’s more comfortable than an oversize no-fucks-given jersey crew neck or cosy knit sweater?
Theory Two: Are We All Fans of Vintage?
Similar to any costume party with a theme, there’s a market for those wanting to show up in the right gear but don’t want to buy brand new. Maybe it’s their budget, perhaps it’s wanting to reduce their environmental footprint, or maybe they just want something that’s been loved before. The key element to me is that for those wanting something second hand and want to be on theme. Thanks to the rise in acceptance for second hand items, there are options.
Theory Three: Consumerism is a Powerful Drug
Are we all just sheep? We could be stuck in the glutinous rut of buying whatever gets popular so that we fit in and don’t have to think? The market for ugly sweaters has exploded over the past decade or so and shows no signs of slowing down. Baaaaaaaaaa (humbug)?
Theory Four: Love For All Things Gaudy
I’d love to think that we’re all channeling a bit of glorious Dolly Parton and love the glitz and glamour of tacky items. Perhaps the holidays give sartorial “permission” to play a bit more. Bring it on. Tinsel on a sweater? Why not. Gross sayings, puns, deep thoughts, and famous icons on our chest? Cool, cool, cool. If you can think it, stitch it, or affix it, why the ding dang Rudolph not?
What one rings true for you? Did I miss something? Please share (and some of that egg nog too, while you’re at it).
