Dr Mumbo

Lest we forget… to win new clothes

Dr Mumbo thought by 2017 brands may have learned that it’s very hard to align with Anzac Day in a meaningful way while spruiking a product entirely unrelated to the sacrifices and struggles of our soldiers.

And yet, as we approached the 102nd anniversary of the fateful Gallipoli landings, Dr Mumbo couldn’t help but notice clothing brand Industrie was giving it a red-hot go – tenuously linking $75 vouchers with the hashtag #lestweforget.

Dr Mumbo was slightly mystified about the connection between Anzac Day and Industrie’s best fabrics and trims from around the world when the brand unveiled its Anzac offering to its Instagram and Facebook devotees last night.

“On the eve of the Anzac anniversary, we’re celebrating by giving you the chance to win one of ten $75 Industrie vouchers. The first 10 people to like this post and correctly answer this question win. In which countries does Industrie have free standing Industrie stores?”

Perhaps, Dr Mumbo surmised, the answer to the question is Australia and New Zealand. #ANZ.

Then he read the actual hashtags – #mens #menswear #mensfashion #industrieclothing #anzac #75thanniversary #lestweforget – and the mystery deepened.

Given it is in fact 102 years since the Anzacs landed at Gallipoli , and Industrie was founded in 1999, Dr Mumbo is unsure who is celebrating, or commemorating, their 75th anniversary.

Social media users were just as mystified as Dr Mumbo.

Dr Mumbo is relieved Industrie has since removed the Anzac connection and is now giving away the vouchers simply to celebrate.

Dr Mumbo can almost feel the panicked editing


The new Instagram offering. No anniversaries. No Anzacs


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