One of the cars I frequently see in our neighborhood has a sticker on the back that says “Salt Life.” I’ve seen it in other places too, but never really knew what it was all about. Remember that I live a sheltered life, with no advertising and stuff, so bear with me. The other day going to work I followed an SUV that was sporting a “Salt Life” spare tire cover. Finally getting the better of my curiosity, I turned to The Google to see what this was all about.
So as it turns out, Salt Life is a company that sells stuff that says Salt Life on it. According to their website, they are “an authentic, aspirational and lifestyle brand that embraces those who love the ocean and everything associated with living the “Salt Life”.” So in other words, according to the cynic in me (me, cynical? 🙂 ), they sell stuff to people who are too busy living some other “authentic aspirational lifestyle” to actually go to the beach and enjoy “everything associated with” being at the ocean. It’s a fantastic business model – get people to pay for the privilege of advertising your brand. One of the oldest models in the world.
Don’t get me wrong, I’m good with it. I ain’t judging. But the whole idea strikes me as kind of shallow. I mean, if we really aspire to living at the beach, then we need to get our a$$ to the beach. Don’t just buy stuff that makes other people think you went to the beach. Besides, the real beach people can tell.