JUNCTION CITY, KAN. - Call it Army chic.
In a military-meets-merchandising deal, the patch of the Army's oldest and -- by its own reckoning -- most storied division has gone logo.
The big red numeral "1" against a shield of olive drab that symbolizes the 1st Infantry Division of Fort Riley, Kan., now adorns clothing in the manner of Adidas' three stripes and Nike's swoosh.
That marketing move reflects just how revered soldiers have become in the United States after years of sacrifice in Iraq and Afghanistan.
"I see it as a fan thing," said Carolyn Marvin, a scholar of patriotic symbolism at the University of Pennsylvania. "Having a team's jersey doesn't make you a football player, but it signals how you feel about the team."
The fact that an American retailer would see promise in something tied so directly with the military is a sign of the times, Marvin said. For the past 20 years, Americans responding to a Gallup survey have consistently rated the military as their most trusted institution.
Despite its popularity, the Army has struggled to hit its recruiting goals, even as it has lowered standards.
Jerry Newberry, a spokesman for the Veterans of Foreign Wars, said the clothing line might help in subliminal ways by making the Army seem more appealing. But "if you're going to sell this stuff," he said, "at least include a cardboard tag with it that explains something about the Big Red One so people understand its contribution to America."
