Podcast Summary: Fashion People – "Marty Supreme Merch and Gorpcore Mania"
Podcast: Fashion People
Host: Lauren Sherman (Puck)
Guest: Avery Trufelman (Host of Articles of Interest)
Date: November 25, 2025
Episode Overview
In this episode, Lauren Sherman welcomes journalist and podcaster Avery Trufelman to discuss major fashion news, holiday shopping trends, fashion's obsession with merch, the future of the Armani brand, and Trufelman's deep dive into American fashion through her podcast's new "gear" series. The conversation blends insider news and anecdotes with cultural critique, exploring how clothing reflects and shapes identity, industry, and culture.
Key Discussion Points & Insights
1. The Marty "Supreme" Merch Phenomenon
Time: 05:37–14:11
- Lauren introduces the hype around merch for the upcoming film "I Am Marty Supreme," directed by Benny Safdie and starring Timothée Chalamet. The official movie merch (especially a $250 windbreaker) has become a major trend, expanding beyond its original promo intent.
- Lauren and Avery contemplate the staying power of "merch" in fashion:
- Avery: "Everything is merch. Since the Virgil Abloh-ization of fashion, it's all just sort of versions of merch. In a weird way, merch is sort of the truest version of fashion: branding for a season." (07:16)
- Both discuss personal examples of merch collecting and the communal feeling it gives, referencing experiences at events and pop-ups.
2. Fashion’s Merch Mania – Personal Reflections
Time: 12:35–16:51
- Lauren and Avery share personal anecdotes about acquiring and trading merch at places like Library180, pop-ups, and concerts.
- Avery stresses how band merch, especially, fosters connections (“That’s what it’s all about.” – 13:18) and narrates stories about friends and parents bonding over niche items.
- They discuss the ever-growing presence of tote bags, upcycled or artist-made fashion, and the blending of identity, nostalgia, and consumption in these choices.
3. Armani’s Ownership Future and Brand Identity
Time: 16:52–27:46
- Lauren highlights major industry news: the potential sale of a stake in Armani and what that could mean for the brand's independence and future direction.
- Avery expresses a deep fondness for Armani, recounting stories of friends who accessed the Milan warehouse and wore Armani tuxes at their wedding, and reflecting on Armani’s historic role dressing celebrities and shaping “casual personal style.”
- Lauren unpacks the complexities of Armani’s ownership structure, the involvement of EssilorLuxottica, L'Oreal, and (possibly) LVMH, and the difficulty of reshaping a legacy brand whose core is, essentially, “making nice clothes.”
- Both agree on the desire for a direction that preserves Armani's essence rather than "LVMH-ifies" it:
- Avery: "I don't really want them to get LVMH-ified. I don't want their headquarters to get redesigned by... Peter Marino." (24:01)
- They debate whether Armani’s future might lie in a return to its roots (premium linens) or a more radical restructure.
4. Holiday Shopping Trends in 2025
Time: 29:34–36:53
- Lauren reports that many brands are observing a holiday slowdown, especially at Saks Fifth Avenue. She and Avery discuss personal, more restrained approaches to holiday shopping:
- Avery shares buying gifts with meaning (a unique natural cotton nightgown from Sally Fox, Filson Bluntstone boots).
- Lauren reflects on how family traditions and cultural shifts have changed shopping behaviors—fewer presents, more instant “treat yourself” purchases.
- Both see a cultural move away from the big-shopping-spree model, with an ongoing conversation about giving, meaning, and the changing “specialness” of gifts.
- Avery: “That’s how I am. I’m like, yeah, sure, I deserve this even though I've never not deserved it.” (35:13)
5. Articles of Interest: The "Gear" Series & Rethinking American Fashion
Time: 37:21–53:03
- Lauren invites Avery to explain the concept behind Articles of Interest and the “Gear” series.
- Avery traces her journey from radio family “nepo baby” origins to creating a podcast that brings a historic, design-critic lens to fashion.
- She describes the new focus on America’s relationship to military and outdoor wear ("gorpcore") as an influential force in shaping not only fashion, but global style.
- "To talk about American style, you have to define: what is America? American style is such a distinctive thing." (44:28)
- Avery observes how American sportswear—born of needing clothes for action and survival—came to dominate global aesthetics, with military and outdoor influences merging:
- "Millions of people all over the world wake up and they sort of dress like Americans. In almost every country, it’s kind of okay to wear a T shirt and jeans. And it’s like, why?" (44:45)
- She notes gorpcore and westernwear’s current cultural sway and outlines her research process for connecting street style back to social, economic, and historic currents.
6. The Politics and Psychology of Uniforms & Authority
Time: 54:00–59:16
- Avery discusses the insights gained from interviewing members of the armed forces about their uniforms:
- “People have really interesting, nuanced thoughts about their uniforms.” (54:22)
- She highlights stories about how color choices and styles in uniforms impact public perception—for instance, EMTs in dark blue being mistaken for police.
- Both reflect on the blurring of authority signaled by uniform choices in public spaces, and how fashion cues affect power and trust.
- Lauren closes with a call for critical thinking about these subtle signals in American life:
- "The lack of critical thinking in this country is the core of all our problems, all of them." (58:12)
Memorable Quotes
- Avery Trufelman, on merch and fashion culture:
“In a weird way, merch is sort of the truest version of fashion. It's just sort of like branding for a season.” (07:17) - Lauren Sherman, on personal style and Armani:
“Their specialty is making nice clothes… Armani’s essence isn’t a material, it’s the idea of casual elegance.” (paraphrased: 21:44–22:55) - Avery Trufelman, on critical fashion criticism:
“Fashion criticism is so emotional. And you just know the person, you can't trust them because it's just about what they like.” (40:31) - Avery Trufelman, on American style’s global influence:
"Millions of people all over the world wake up and they sort of dress like Americans." (44:45) - Lauren Sherman, on gift-giving culture:
“I get one gift a year... This year, I got Phoebe Filo earrings, and I’m already wearing them.” (34:00) - Avery Trufelman, on researching the "gear" series:
“I realized that the story of, like, what is American style and what is American clothing is a massive one. Because to talk about American style, you have to define: what is America?” (44:32) - Avery Trufelman, on the deeper meaning of uniforms:
“People have really interesting, nuanced thoughts about their uniforms. … Now I might just devote the rest of my life talking to people who are in armed services, because they all have, like, really interesting opinions.” (54:22) - Lauren Sherman, on critical thinking and fashion:
“If there was critical thinking taught in school when kids were 5 years old, a lot of this wouldn’t happen.” (58:12)
Notable Timestamps
- 05:37 — Marty Supreme merch phenomenon
- 16:51 — Armani’s legacy & future ownership discussion
- 29:34 — Holiday shopping: trends and personal practices
- 37:21 — Avery’s background, the "Articles of Interest" podcast concept
- 44:28 — Research on the intersection of military/outdoor wear and American fashion identity
- 54:00 — Candid insights from members of the military regarding uniforms
- 58:12 — The importance of critical thinking in fashion and society
Episode Tone and Style
Conversational, witty, and candid. Both Lauren and Avery bring humor, warmth, and insider smartness to their exchanges, embedding sharp cultural analysis in accessible storytelling and personal reflection. The mood is informal but thoughtful, with an undercurrent of deeper questioning about how fashion’s surfaces connect to power, identity, and history.
Recommended If You Liked...
- Industry news paired with cultural deep dives
- Stories that bridge the personal and historical
- Discussions of merch, branding, Americana, and what fashion “means” now
- Podcasts like “Articles of Interest,” “99% Invisible,” or “Line Sheet”
Further Listening/Reading
- Articles of Interest: Gear series (Avery’s podcast on military & outdoor influence in fashion)
- Line Sheet by Lauren Sherman
- NYT piece by Jacob Gallagher — referenced for the Marty Supreme merch exposé
For listeners curious about the “why” behind what we wear, this episode offers a serious but lively look at fashion’s present and past, and the trickle-down effects of trends, commerce, and culture on the clothes in our closets and beyond.