We had another long day on the ranch. More cowboying and cattle wrangling was on the menu for the day. For my part, it was mostly standing by for a “just in case” moment. The downtime afforded plenty of opportunities to slip down to the creek, sit and contemplate. That and also smoke a cigar. “Damn it’s only been three hours and already I’ve smoked four.”
Sitting in the front seat of my gator, I had the perfect view of the wranglers just hanging out near the creek. The sun was diffused enough to create a nice soft edge light that created nice contrast and added depth. As I sat there mesmerized by the picturesque moment, I couldn’t help but notice “The Uniform” and had me chuckling. I didn’t chuckle because I found it funny. I chuckled because I was amused how we all have a look, or uniform, if you will, based on interests or vocation. There’s that look that allows us to catalog and compartmentalize others. The cowboys and wranglers look the part. A person that is interested in “tactical” usually looks the part and stands out; Polo style shirt, khaki pants and riggers belt. A survivalist seems to favor military style camo, while a hunter leans more towards the Mossy Oak variant. Locals seem to always notice if a person is a tourist. The list goes on, but you get the point. Oh, make no mistake, as much as I try to be neutral and tell myself I’m better than all that, I too fall victim to the folly of my imagination.
I walked into Fords department store looking for something to keep the chill off of the early morning hours. I really had no look in mind. “Oh, hey, that jacket looks pretty cool.” I walked over to the rack it hung on and looked for my size. “Here it is, my size. How cool is the coats name? ‘Guides Choice – Pro Elite.'” I’m no guide by any stretch of the imagination, but the name implied outdoorsy and in order to be outdoorsy I should own this coat. I’ll admit, as those thoughts were crossing my mind, I was hyper aware of what was happening. I was letting branding dictate my purchasing decision. I am most certain if the label read something along the lines of “Top choice for tourists,” I would have never bought it, but it didn’t, so I bought it. I usually don’t fall prey to this ruse, but oh boy the force was strong with this branding. I may have no desire to be a guide, but I sure do feel outdoorsy wearing it, haha! hey, I bet if I buy an Orvis fly rod, it’ll make me a better angler.
