Company Sells Women’s Suits with Gender-Swapped Ads Where it’s Men who are the Dehumanised Props for a Change

‘Sex sells!’ the ad men screamed when asked about the use of the female body in their work.

Indeed. But what that phrase really translates to in the world we live in is: ‘The Dehumanised Female Form Sells!’

The structural violence inflicted upon women by advertising is formidable. Often reduced to a piece of highly photoshopped, idealised-form furniture, the imagery used in many campaigns continually reinforces the notion that women are something akin to props, agency-less and adrift in a world of powerful men. And I’m sure we don’t need reminders of what happens in a world like that. I would link to some examples of those kinds of ads, but… I won’t.

Suitstudio is an offshoot of the US-based menswear brand Suitsupply. They make suits for women. They have been running an ad campaign recently that is… Well, it’s delicious in how deftly it flips the script of what we expect to see from a campaign like it.

Check it:




Models without faces, often lying prostrate and naked, seemingly at the beck and call of the well-dressed and assertive ad ‘protagonist’. Looks familiar no?

Here’s the thing: Advertising, like its father Capitalism, is a pretty cruel business. But if we have to do it, it’d be lovely to do it without dehumanising anyone. These ads dehumanise the men. But right now, in the world we live in, that kind of imagery offers up very valuable food for thought.

It reminds me of that saying: Men are afraid of a matriarchal world because they assume women would run it like men run a patriarchal one.


Petr Knava lives in London and plays music


Women’s Clothes Are The Devil: Second Edition: Underthings And Foot Gear

You might remember a short time back when I explained, in very professional terms, that women’s pants are fucking horseshit. But here’s the thing: what goes under and beneath the pants are just as torturous. That’s right, folks, time to bitch about underpants (that is what they are called. Underwear is also acceptable. First person to use the «p» word in the comments gets blocked) and shoes.

Fucking Thongs
I’m not here to yuck anybody’s yums. If you enjoy wearing thongs, you do you. I’m not arguing that people shouldn’t wear thongs. I’m arguing that the need for thongs is real bullshit. As far as I can tell, fashion demands that women’s pants be tight, which eventually led to stretchier, thinner material, which led to visible underwear lines. And what was our answer to this problem? Did we make women’s pants looser or sturdier? Did we make boxer-briefs for women (which, I can tell you from experience, are comfortable as hell)? Or did we pick the truly outrageous move of just deciding that seeing evidence of the existence of women’s underwear wasn’t that big of a fucking deal and ignored it? Fuck no. We thrust upon the masses a smaller, flimsier, (on average) less comfortable version of the underpants they already had. Also they for some reason cost more, and don’t last as long.

And I’m sure some of you beautiful people have found thongs you love. Thongs you find as comfortable as other underpants. Thongs that make you feel good about your body. Which makes sense. Eventually, someone can take any article of clothing, and figure out how to make it more comfortable (which is why I’m still waiting on my sweatshirt bra). What I’ll ask is this: When the thong was invented, do you think the creator had women’s physical comfort in mind? In fact, can you name the last trend that was designed to increase women’s comfort in their clothes while allowing them to be fashionable? And before you answer that, let me remind you of . . .

Fucking Shoes
Women’s shoes are the bane of my existence. I’ve recently found myself as one of the Gym Shoe Ladies. Popularized in the movies of the 1980s, the Gym Shoe Lady is that downtown working gal trying to make it big. You’ll see her walking from the train station to work in her full professional wardrobe, complete with hair and make-up, and a sensible pair of Gym Shoes. Which she’ll slip off at her desk, and replace with her work shoes. You know why we do this?

Because walking for five minutes in any women’s shoes that are specifically made for vigorous activity is fucking torture.

I’m not even talking about women marching to work in their heels (although, god bless you ladies. I have no idea how you do it). Almost every pair of women’s shoes you come across is designed to offer no support. I recently spent thirty minutes online looking for a pair of shoes to wear during my commute. Ideally, I was looking for some sort of athletic slip-on. Something more supportive than my work flats, but not as bulky as my running shoes. I realized I had trouble because I hadn’t indicated I wanted «walking shoes.» Not a specific kind of athletic shoe, mind you, but that I literally was looking for a shoe I’d be comfortable waking for more than five minutes in. Because most women’s shoes aren’t designed for that. Yeah, you heard that right. MOST WOMEN’S SHOES AREN’T DESIGNED TO BE WALKED IN.

Flats are basically a very thin strip of material separating your foot from the floor. Same with sandals. Anything that includes a wedge, platform, heel, or stack is going to go in the other direction, and give you too much material to make walking comfortable. Also hopefully, it’s going to be at a-not-so-slight angle. The best I’ve been able to find are some Converse which still have absolutely no arch support, because women really can’t have it all.

And, as with the thongs, if you can rock a four-inch heel, good on you. I think you might be super human, but we can deal with that. I’m not arguing against heels or a ballet flat. I’m only asking that women’s fashion not sacrifice comfort for style every single time. Maybe give us halvies? Something that looks decent and doesn’t cost us our ankles and knees? I’m even willing to deal. We’ll give up one knee for shoes. Provided, of course, that men start wearing thongs.


Are We Seriously Going To Count The New Women’s World Record Long Drive Of 406 Yards?

I’ve seen records stolen (Barry Bonds) and guys like Lance Armstrong go out and blood dope their way to records and then I’ve seen what went down last night on the World Long Drive in the ladies division. Phillis Meti now holds the women’s world long drive record of 406 yards….but there better be an asterisk on this number because I can’t trust records where sprinkler heads advancing a ball results in world records, especially in the thin air of Denver.

What am I talking about? Watch that video above and watch what happens when the ball lands. It launches another 60 yards or so and stopped rolling with Meti going straight into the record books. Plain and simple, it’s bullshit. Yes, out on the course a lucky bounce counts. I get it.

But this is supposed to be a competition to see who can rip it the farthest without the help of foreign objects. The WLD rules clearly need to change. Where’s the outrage?

How rigged is the world of long drive? Back in 2016, there were records being broken at Lake Tahoe with the help of firm fairways, wind and altitude. Now comes this sprinkler head in Denver. It’s as if they’re trying to create fake news. I’ve heard all about fake news lately and this seems like fake news.

The men’s world record long drive, as recognized by Guinness, is at 516 yards from Mike Austin in 1974.

The good news from last night is that Meti didn’t win the title. She might have that fake record distance, but Troy Mullins has the trophy.

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