Gorras
The cap as an extension of identity.
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The cap archive
What makes a cap a cap: the parts, the fits and the names we give them.
Three ways of reading the trucker cap, and what it says as a sign.
Semiotics · Roland Posner
Reconfiguration
In Japan, the trucker became part of the "Americana" style as a nostalgic symbol of the American dream. In Latin America, reggaeton and street fashion adopted it as an expression of power, social mobility or simply style. So, at what point does it stop keeping its original style and become just another object of consumption?
Seeing the cap as a sign helps us understand how fashion works as a language. We don't dress only to cover ourselves, but to say something: about us, to others, and about the moment we live in.
- New Era Cap México. (2021, May). Historia y evolución de la gorra de béisbol. Un breve recorrido. newera.mx
- Al Bat. (2015, December 9). La gorra y su evolución con el paso de los años. albat.com
- Entwistle, J. (2000). Fashion and the fleshy body: On dress as an embodied practice. Fashion Theory, 4(3), 323–347. doi.org/10.2752/136270400778995471
- Saltzman, A. (2005). Metáfora de la piel en el proceso proyectual de la vestimenta. In El cuerpo diseñado: sobre el vestir y la moda (pp. 55–72). Paidós.
- Merleau-Ponty, M. (1945). Phénoménologie de la perception. Gallimard.
Creative brief by Juan David Escobar · Studio ESCOQ · February 2025