Memes are rolling out on Facebook about Mr Andrews’ cosy winter American-branded North Face hiking jacket that he regularly wears to field questions about COVID-19.Even a recent survey has shown Mr Andrews to be an unofficial brand ambassador for North Face.His regular appearances, mainly during the cooler Melbourne months or days, has raised the profile of the Californian label.The accidental fashion model tag follows his accidental pop culture icon status after the success of “Get on the Beers”, which reached No. 2 on the iTune singles chart and 12th on the Triple J top 100 a few weeks ago.Electronic duo Mashd N Kutcher even listed Mr Andrews as a featured “artist” for using the phrase “get on the beers” and turning it into a dance song in October last year. Awareness of the North Face brand has skyrocketed among those who have watched Mr Andrews front the cameras, according to an online survey of 1000 people earlier this week.The poll, conducted by Nature consultancy, revealed unprompted awareness of North Face was double among the 44 per cent of Australians who had watched his media conferences compared with those who hadn’t.Prompted awareness of the brand is highest among Victorians, at 62 per cent compared with 41 per cent in the rest of the states.Nature managing partner Chris Crook compared the explosion in memes about Mr Andrews and choice of clothing to that of former US president Barack Obama when he was lambasted for wearing a tan-coloured suit. “Fashion is an intrinsic part of visual communication, and the wardrobe choices of our political advisers have been making headlines for years,” Mr Cook said.“Who could forget the controversy that came with Barack Obama’s tan suit in 2014?”Comments about Mr Obama’s suit ranged from “unpresidential” to a “mistake”, and even GQ magazine called it “terrible”, while others came to his defence, saying it was trivial.Mr Obama’s suit controversy spawned the hashtag Yeswetan as supporters rushed to his defence.As for Mr Andrews, he has certainly divided opinion about how he has handled coronavirus but less so about his choice of jacket, which has become a source of amusement for many.
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