Jonathan Hawkins Senior copywriter, Ping Communications
I've always had a soft spot for Kangol. Having had my formative years in
the 80s, I'm among those for whom the brand conjures up images of
hip-hop, graffiti and slightly unattainable (for a 14-year-old) street
But the brand lost its way a bit in the 90s. Where once it was LL Cool J
and Slick Rick, suddenly it went all JD Sports and Reebok Classics.
The hats drifted in and out of style.
This web site seems part of an attempt to return to Kangol's heyday,
moving off the high street and back into the style press. First
impressions are good. The design is clean and contemporary.
The sections are strange. 'Where and When', is a timeline of the
company's history, which is more interesting than it sounds - I even
learned that Kangol used to make seat belts. 'Head to Head' is bizarre,
taking a socio-political issue such as 'Globalisation - good or bad?'
and debating it merely by inviting users to click 'yes' or 'no'.
You can view products, but not buy them, although you can locate
There are album recommendations, and a page that tries to tell us what's
'in' and 'out' of 'the box'. Strangely, both Frank Skinner and Michael
Jackson are 'in'. Don't ask me why.
Away from the nice presentation, the 'style barometer' attempts seem
contrived. The lack of e-commerce is also a bit disappointing. Overall,
the Kangol site lets its products down.