04.06.2012

Urban stretch, rural relief

Voriges Jahr habe ich aus Spaß einen jener möchtegern-tiefsinnigen Werbetexte geschrieben, die einem Industrieerzeugnis Sinn und einen geschichtlichen Ursprung verleihen sollen. Es geht um die neue Produktreihe eines Unternehmen, das Garne herstellt.

Although by no means a metropolis, Weimar acquired all the structural features of a modern city when Goethe served there as minister for the dukedom. He experienced power struggle, deficits, and urban development. Striving for time to write, like Kafka would be 100 years afterwords, Goethe decided to resign. After ten years of hard work as secretary for infrastructure and defence, taking his what would nowadays be called »genius hour« (or, at Google, plain »free time«) was not enough. He fled to Italy and spent two years there. He now could enjoy in space what had entertained him, in the form of an education in Latin and Greek, since the age of 6. He equipped himself with impressions, feelings and knowledge that would serve him as a life time storage for the works to come – among them the staple of world literature, »Faust«. As an old man, he still wished to continue his work, and be reborn into a new body. Goethe's journey through Italy is one of the most prolific time-outs in history.

As Hans Magnus Enzensberger, a writer, once described the German-speaking chattering classes, »Goethe is everybody’s grocery store, everybody can take out of him what is pleasant for the moment.« We too are taking his as a ready-made functional tale.
But we see in Goethes life and experiences so much forebodings of ours, we must admit we cannot ignore him. With his proclamation of »how happy he is that he is away« in his bestseller »Werther’s Sorrows« and his description of the everlasting human efforts to expand our world into space in his posthumous »Faust II«, he reminds us that human life unalterably consists of expansion and shrinking, of industrious caring for things and of carelessly, even recklessly escaping them.
We at *** call these forms »urban stretch« and »rural relief«. We created two new types of yarns for these occasions. We aim to contribute to the best fabrics for people, who by being human must go from »stretch to relief, and from relief to stretch«, or, in Goethes terms obviously, from heaven through earth to hell, and then back upward to heaven.
Like Goethe, who cherished his best suits all the time, anybody wearing fabrics of *** yarns will like them for being a reliant, always functioning, always pleasing mate.