Technosexualready Been Done

in this awesome video Seth Aylmer interviews the founding technosexualicist, owner and proprietor of technosexual.org who, as it turns out, is quite pissed about the Calvin Klein piece.

Much on the web is recycled and re-featured. This stuff comes and goes in cycles, and thats to be expected when things like permalinks make permanent record of all content on the web. But this trend, as written about in the New York Times is just weird. Essentially, in a ploy to attract the demographic known as "millenials," Calvin Klein is reaching out to the generation defined by technology in a not-so-subtle way. A quick blurb:

“We have envisioned this as the first fragrance for the technosexual generation,” said Mr. Murry, using a term the company made up to describe its intended audience of thumb-texting young people whose romantic lives are defined in part by the casual hookup.

About a year and a half ago Gizmodo was writing about this (which inspired Seth Aylmer to make this video for Current.tv). Others were, and are still writing about it.

What bothers me is that beyond usurping this term and this culture for their own marketing needs, Calvin Klein has gone out and bought the fucking trademark.

Last year, the company went so far as to trademark “technosexual,” anticipating it could become a buzzword for marketing to millennials, the roughly 80 million Americans born from 1982 to 1995.

Now they own a term that has been used, popularized, filmed, forgotten, and now remembered -- in association with a brand. Its both wrong and clever.

[via THE WHOLE INNNERNETS]