Oh man, here's one the purists are probably going to want to tear apart. Rugby is advertising a selection of their new F/W 2010 arrivals as "The New Trad". Side note: can trad even be new? While this particular marketing choice of a specific buzzword was obviously an opportune one considering the current popularity of such an aesthetic, I think it is a tad bit ill advised. When Rugby says Trad they mean "dapper dishevelment" (their own words), not necessarily traditional menswear. And I think many of us will agree that these two things are not necessarily synonymous. A quick perusal of these new offerings easily confirms this. It's nothing new in the grand scheme of Rugby's brand. "Trad" isn't really present here at all. Instead we see the nuevo-prep we're all used to at this point. So scratch "The New Trad" and insert "The New Prep" because that's exactly what's going on. Poor semantics? Maybe. But then again all that shit is subjective so maybe you feel differently. Or maybe you're just pissed I used the word "trad" in a post. Maybe you're pissed I used the word "prep" in a post. Anyone who would like to discuss sartorial signifiers please direct yourself to the comments.