Quick Takes: Dodge and Under Armour Go to the Closet
Dodge and Under Armour launch a Hellcat-and-Demon apparel collection. The bench tries it on.
Dodge and Under Armour announced a collaboration spanning apparel, footwear and accessories, the companies said. The collection draws inspiration from the Dodge Charger SRT Hellcat and Dodge Challenger SRT Demon, according to Dodge. "This collab between Dodge and Under Armour brings together two brands that epitomize performance," Dodge CEO Matt McAlear said. The collection is available now on underarmour.com and at select retailers, the companies said.
A Hellcat and a Demon on a cargo short. Burnout-inspired textures, oxblood red, carbon black. Is it a T-shirt? Of course it is a T-shirt. But it is named for two supercharged animals, it does not pretend the noise is a problem, and the press release ends "the road to greatness just got louder." Nobody crossed anything out. I respect it.
Dodge and Under Armour have done the honest thing and skipped the car. The collection draws on the Charger SRT Hellcat and the Challenger SRT Demon, machines you cannot afford, rendered as cargo shorts you can. Burnout-inspired textures, oxblood reds, carbon black, a cleat. This is muscle-car ownership for people who have read the horsepower and not the lease terms. It is a personality, sold by the yard, machine washable.
Dodge and Under Armour now sell baselayers with "burnout-inspired textures" and "oxblood reds and carbon black finishes," which is to say they are selling the smell of a Hellcat to people who do not have one. A muscle car earns its menace at the line. A HeatGear shirt earns nothing; it merely insists. Wearing the feeling of a supercharged Hellcat is not having it, the way owning the poster is not owning the house. Taste is knowing the difference. This collection is for everyone who does not.