👖Sydney Sweeney Has Great Jeans

#094

Jack Ellis
August 03, 2025

As I’m sure you’ve heard, the title of this email caused a little controversy last week.

It is also the title of campaign launched by the US clothing brand American Eagle, with a deliberate pun (juego de palabras) on the words genes (genes) and jeans (vaqueros/tejanos), that sound identical.

In the ad the actor says:

“Genes/Jeans” are passed down from parents… often determining traits like hair color, personality and even eye color. My jeans are blue.

Sydney Sweeney

Sydney in blue jeans

Sweeney is a 27-year‑old blonde, blue‑eyed actress. And my word (vaya) has there been a backlash against the ad…

Critics argue the wordplay, paired with Sweeney’s blonde, blue-eyed image, evokes eugenics and racial superiority. That the ad’s double meaning was similar to Nazi propaganda.

The response from the brand:

It’s about jeans, nothing more.

American Eagle

Yes, jeans. Only jeans.

Oh and also making money. $400 million in fact.

A successful ad then.

Anyone would think this controversy was engineered. 🤔

But what about the Nazi propaganda?

I’ll let you be the judge.

@midwesterngothic
american eagle sidney sweeney ads: let’s chat #hehim #midwesterngothic #transmasc #advertising #marketing #friendthatstoowoke #sidneysween... See more

Enjoy your jeans. Take a selfie.

This week’s three tips:

SOMETHING TO AVOID 🫣

🤦🏻‍♀️ “I bought a new clothes”

Clothes is uncountable in English, so you can’t say a clothes. If you want to use the singular you can say a piece/item of clothing.

You can try on a maximum of 5 items of clothing

✅ “I bought new clothes”

So just drop the a. You can also say some clothes.

I have some clothes in my bag so I’ll change later

SOMETHING TO SOUND CONFIDENT 🧐

👔 Business expressions

“A good fit”

Suitable match for a job or role. Or related to the topic, for clothing.

She’s a good fit for our team

Those jeans are a good fit

Identify Your Beast: How To Discover A Good Fit For Your Business

It's difficult to predict how your latest hire may turn out.

www.forbes.com/councils/forbestechcouncil/2020/12/15/identify-your-beast-how-to-discover-a-good-fit-for-your-business

SOMETHING TO WATCH 👀

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