# Vintage Sweat-Proof Fashion Famous Sixties Designer, Barney Dorcus, Explains Motivation By Going Like Sixty | Published 2009-05-04 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/vintage-dorcus-famous-sixties-designer-explains-motivation References: [lileks](http://www.lileks.com/institute/dorcus/hist1.html) I don’t want to know if this is a hoax. If it is, kudos. If it isn’t, it is still hilarious. The brand represented here is “Dorcus” from Barney Dorcus. Dorcus never sought to have the same allure as Yves Saint-Laurent of Givenchy. All Barney Dorcus wanted, according to the website, was clothing that wouldn’t wilt under his [enormous sweat](https://www.trendhunter.com/trends/dove-mencare-maximum-protection). “I have a dream,” Barney Dorcus once said. “I dream I take off my shirt at the end of the day and the armpits ain’t hanging out in smokin’ strings from my BO, that’s what I dream.” ...But that don’t explain why I [smell like a hippo’s ass](https://www.trendhunter.com/trends/axe-campaign) ten minutes after I get outta the bathtub. It ain’t the soap. I tried [switching to Cameo](https://www.trendhunter.com/trends/mens-deodorant). F—kin’ nothin’.” ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 68% | Activity: 12% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Boomers](https://www.trendhunter.com/boomers) ## Key Themes ### What Makes This Trend Stand Out - **Sweat-proof Clothing:** Disruptive innovation opportunity: Develop advanced fabrics and materials that prevent sweat stains and odor. - **Vintage Fashion:** Disruptive innovation opportunity: Revive and modernize retro designs inspired by fashion icons like Barney Dorcus. - **Personalized Fashion:** Disruptive innovation opportunity: Create customizable clothing options to cater to individual preferences and needs. ### Sectors Adopting This - **Apparel Manufacturing:** Disruptive innovation opportunity: Incorporate innovative technologies into apparel production to create sweat-proof garments. - **Fashion Design:** Disruptive innovation opportunity: Integrate vintage styles with modern fashion trends to attract a niche market of retro fashion enthusiasts. - **Textile Technology:** Disruptive innovation opportunity: Develop advanced textile technologies and treatments to enhance the performance and functionality of clothing. ## Related on Trend Hunter - [Theatrical Deodorant Balms](https://www.trendhunter.com/trends/limited-edition-deodorant-balm.md) - [Mascot-Approved Deodorant Campaigns](https://www.trendhunter.com/trends/dove-mencare-deodorant.md) - [Wearable BBQ Bibs](https://www.trendhunter.com/trends/13-hour-drip-fit.md) - [Sweat-Themed Comedy Specials](https://www.trendhunter.com/trends/live-comedy-special.md) - [Activewear-Oriented Deodorizing Sprays](https://www.trendhunter.com/trends/hex-deodorizing-spray.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Effective Heavy Sweating Cosmetics](https://www.trendhunter.com/trends/dove-mencare-maximum-protection.md) - [Comfort-Boosting Targeted Bodycare](https://www.trendhunter.com/trends/total-body-sweat-odor-collection.md) - [Stain-Removing Activewear Detergent](https://www.trendhunter.com/trends/active-wash.md)