The ugly Christmas sweater has come a long way...but not necessarily for the better.
To be sure, the appeal of such sweaters is undeniable. Despite the “Christmas” part of their name, they are, for the most part, religiously and politically agnostic. Awith a Santa hat and a waggling tongue isn’t likely to incite arguments at the dinner table. Most of all, they’re meant to be humorous.
“Many people see them as a bit of festive fun,” says Neil Saunders, managing director of retail at analytics firm. Brands may be cashing in on the trend, he says, but they too are just looking to connect with consumers in a “fun and engaging way.” It was with the idea of fun that the Christmas sweater first gained prominence after the bleak austerity of World War II, says, a fashion and media historian who teaches at New York University. In the beginning, their hideousness was subjective; they were based on traditional, often elaborate Nordic and Fair Isle patterns. Then people started adding bobbles. And tinsel.
Ugly sweaters hit the mainstream sometime in the ’80s, thanks — or not — to the hapless sartorial choices of pop-culture dads like . With the hunger for nostalgia showing no signs of slowing and normcore fashion experiencing a revival, Fryzer says, it’s no wonder these sweaters have returned with a vengeance.Today, a Google search for “ugly Christmas sweater” pulls up 19 million results. Ugly Christmas sweater parties are all the rage, as are ugly Christmas sweater days in workplaces and schools. Jimmy Fallon, host of
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