I bought a Scion xB, sight unseen, on the internet and had it shipped from California, before you could get them on the east coast. They're totally cool. Arguably the most creatively designed vehicle on the road. But even as a fan, I can't see myself wearing Scion sportswear.
According to Adrants, they had designers submit work as part of a contest (because contests are always a great way to get the best work, right?), and paid the designers a prize of 10K (a fraction of what the design fee would have been for the same work). And now they've paid a bunch of hip hop artists to show up at a launch party. They likely paid more for the artist appearances at their party, then they have for the design work.
Can car makers become fashion brands? With apparel from a design contest? It's a difficult leap, regardless of how much you pay 50 cent to show up at your party. Didn't work for Mountain Dew. But Caterpillar has had some success. We'll see, but I'll stick with Ben Sherman for my clothes, and Scion for my wheels.
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