Joe Hancock

Episode Two

It’s Called Fashion, Look it Up

Have you ever wondered where cargo pants come from? Drexel’s Joe Hancock has. In fact, he wrote an entire dissertation on them. He also talks to us about growing up in mall culture, why he loves Ralph Lauren and the styles he never wants to come back. View transcript

About Joe Hancock

Joseph “Joe” Henry Hancock, II Ph.D. is full tenured professor, program director and known internationally as the authority for fashion branding as a form of cultural storytelling. He released his book Brand/Story: Ralph, Vera, Johnny, Billy and Other Adventures in Fashion Branding (2009), and a 2nd Edition Brand/Story: Explorations and Cases in Fashion Branding (2016) both by Fairchild Publications. His works on branding and storytelling have appeared in such publications as The Brand Challenge by Kartikeya Kompella (Kogan Page 2016) and Strategic Design Thinking by Natalie Nixon (Bloomsbury, 2015). He has completed three coedited books Fashion in Popular Culture (2013), Global Fashion Brands (2014) and Cotton (2017) with Intellect Publishing through The University of Chicago Press. Dr. Hancock is the principal editor of the internationally peer-reviewed journal Fashion, Style and Popular Culture (Intellect Publishers) and he is working on two co-edited books, the Transglobal Fashion (Intellect, 2018) and the Business Fashion Reader (Bloomsbury 2019). In addition to his academic works, he has worked in the areas of event/conference planning, retail consulting, merchandising, retail operations and brand strategy for over 30 years with such names as Gap, Limited Corporation, Target Corporation, Beretta, The Popular Culture/American Culture Associations and The Connecticut Advanced Practice Registered Nurse Society.