I read through this post on St John’s site. It is very well done. I’ve talked to Rhys about the decision to use the tagline Unapologetically Masculine. It is completely thought out, but a risk. AND IT IS WORKING.
And I guess my question for the comments is – at what point do we get to accept masculinity again? Redefined, sure. But it has to at least be ok. I know St John’s customers feel it is. And there are a lot of them.
Grammar/punctuation police. I checked. There is no period after St and the apostrophe is only used in the possessive.