{"id":11128,"date":"2020-08-31T09:29:23","date_gmt":"2020-08-31T08:29:23","guid":{"rendered":"http:\/\/www.vagus.cz\/?p=11128"},"modified":"2020-11-23T12:48:32","modified_gmt":"2020-11-23T11:48:32","slug":"navrat-k-remeslu","status":"publish","type":"post","link":"https:\/\/www.vagus.cz\/?p=11128","title":{"rendered":"N\u00e1vrat k \u0159emeslu"},"content":{"rendered":"

Nejen v \u010cesku se u\u017e p\u00e1r let opakuje podobn\u00fd p\u0159\u00edb\u011bh. V\u011bt\u0161inou za\u010d\u00edn\u00e1 t\u00edm, \u017ee h\u00e1kujete v marketingov\u00e9 agentu\u0159e, navrhujete weby nebo k\u0161eftujete s akciema, ale u\u017e v\u00e1s to tak n\u011bjak nebav\u00ed. R\u00e1di byste d\u011blali n\u011bco trochu v\u00edc cool a odst\u011bhovali se na venkov, z\u00e1rove\u0148 nechcete moc sni\u017eovat sv\u016fj \u017eivotn\u00ed standard ani soci\u00e1ln\u00ed kapit\u00e1l. A pak dostanete n\u00e1pad. V\u0161ichni ve va\u0161em okol\u00ed p\u0159ece hladov\u00ed po autenticit\u011b, lidovosti a poctiv\u00e9m \u0159emeslu, tak pro\u010d jim nezkusit vecpat n\u011bjak\u00fd ten poctiv\u00fd, farm\u00e1\u0159sk\u00fd a rodinn\u00fd nesmysl?<\/p>\n

Koup\u00edte pole nebo d\u00edlnu, vyrob\u00edte tradi\u010dn\u00ed, ale z\u00e1rove\u0148 designov\u011b neot\u0159el\u00e9 ba\u010dkory, klob\u00e1su, \u017eidli nebo chleba, ale t\u00edm to teprve za\u010d\u00edn\u00e1. N\u00e1sleduje navrhov\u00e1n\u00ed stylov\u00fdch etiket a spousta copywritingu. \u201eV na\u0161\u00ed mal\u00e9 rodinn\u00e9 ekotruhl\u00e1rn\u011b na \u00fapat\u00ed Kru\u0161n\u00fdch hor obnovujeme pracnou, ale poctivou tradici v\u00fdroby b\u0159ezov\u00fdch kvedla\u010dek, kterou rozvr\u00e1til odsun a komunismus.\u201c<\/em> No a pak hlavn\u011b to, co um\u00edte nejl\u00edp! Toti\u017e reklamn\u00ed kampa\u0148 intenzivn\u00ed jak bombardov\u00e1n\u00ed Bagd\u00e1du, na jej\u00edm\u017e za\u010d\u00e1tku za\u010dnete se sv\u00fdm tovarem opruzovat v\u0161echny obch\u016fdky a hospody od Letn\u00e9 a\u017e po Vr\u0161ovice, pokra\u010dujete spanilou j\u00edzdou po v\u0161ech pecha kuch\u00e1ch, tedexech a fuckupnightech \u010ceska a nakonec o sv\u00e9 atraktivn\u00ed zm\u011bn\u011b kari\u00e9ry a obnov\u011b tradi\u010dn\u00edho \u0159emesla pokec\u00e1te s Emmou na DVTV.<\/p>\n

Ne \u017ee by to bylo \u00fapln\u011b \u0161patn\u011b. Ur\u010dit\u011b je lep\u0161\u00ed, kdy\u017e lidi kupuj\u00ed biopohanku od mal\u00e9ho farm\u00e1\u0159e a top\u00e1nky z Pardubic ne\u017e manga v Albertu a boty od d\u011bt\u00ed z Banglad\u00e9\u0161e. T\u011b\u017eko tak\u00e9 n\u011bkomu vy\u010d\u00edtat, \u017ee vyc\u00edt\u00ed a zpen\u011b\u017e\u00ed popt\u00e1vku, kterou dosud nikdo neuspokojil. K nasr\u00e1n\u00ed je na tom\u00a0 jedna v\u011bc \u2013 s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed to z\u010distajasna objeven\u00e9 \u0159emeslo d\u011bl\u00e1te na dost pr\u016fm\u011brn\u00e9 a\u017e mizern\u00e9 \u00farovni, proto\u017ee jste je\u0161t\u011b p\u0159ed p\u00e1r lety psali reklamy na \u017eivotn\u00ed pojistky nebo provozovali skateshop. Rebarborovou limon\u00e1du, koz\u00ed s\u00fdr nebo roztomil\u00e9 retro lampi\u010dky um\u00ed pravd\u011bpodobn\u011b mnohem l\u00edp ud\u011blat kdejak\u00fd \u0161ediv\u011bj\u00edc\u00ed strejda, kter\u00fd s t\u00edm za\u010dal na u\u010d\u0148\u00e1ku, pokra\u010doval \u010dty\u0159icet let ve fabrice a po jej\u00edm zav\u0159en\u00ed si te\u010f vyp\u00edj\u00ed j\u00e1tra v n\u00e1dra\u017ece, proto\u017ee na rozd\u00edl od znud\u011bn\u00e9ho kreativce nem\u00e1 rozhled, drzost ani v\u016fli na to, aby rozjel byznys a vecpal ho lidem v\u00fd\u0161e popsan\u00fdm zp\u016fsobem.<\/p>\n

Cel\u00fd trik stoj\u00ed a pad\u00e1 na faktu, \u017ee v\u011bt\u0161ina \u010desk\u00fdch konzument\u016f podobn\u00fdch v\u00fdrobk\u016f a slu\u017eeb jsou malobur\u017eoazn\u00ed snobi, kte\u0159\u00ed bez n\u00e1pisu na krabi\u010dce a doporu\u010den\u00ed v lifestylov\u00e9m \u010dasopise nepoznaj\u00ed buvol\u00ed mozzarellu od tave\u0148\u00e1ku z \u017deletavy, a tak je pro n\u011b story a obr\u00e1zky kolem podstatn\u011bj\u0161\u00ed ne\u017e samotn\u00fd obsah. Co na tom, \u017ee kremrole z vesnick\u00e9 cukr\u00e1rny b\u00fdvaj\u00ed ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f lep\u0161\u00ed ne\u017e r\u016f\u017eov\u00fd nesmysl z vyhajpovan\u00e9 kav\u00e1rny na Vinohradech, \u017ee ko\u0161ile sp\u00edchnut\u00e1 za hodinu vietnamskou \u0161vadlenou \u010dasto vydr\u017e\u00ed v\u00edc ne\u017e hadr s ru\u010dn\u011b vy\u0161it\u00fdm monogramem z pop upu v Karl\u00edn\u011b, a \u017ee gau\u010d smontovan\u00fd v polsk\u00e9 tov\u00e1rn\u011b se \u010dastokr\u00e1t na rozd\u00edl od toho z hip truhl\u00e1rny v kreativn\u00edm hubu ve Vyso\u010danech do roka nerozpadne. Podstatn\u00e9 je, jestli m\u00e1 onen cool tovar v ob\u00fdv\u00e1ku \u010di lednici vystaven\u00fd Josef\u00edna Bako\u0161ov\u00e1 nebo Pasta Oner, a jestli je obalen delik\u00e1tn\u00ed s\u00edt\u00ed kulturn\u00edch asociac\u00ed a aktu\u00e1ln\u00edch standard\u016f vkusu, kter\u00e9 \u010dasto m\u00edvaj\u00ed se skute\u010dnou kvalitou jen m\u00e1lo spole\u010dn\u00e9ho.<\/p>\n

Aby sukovice jen marn\u011b nel\u00edtala vzduchem, m\u00e1me tu i p\u00e1r konkr\u00e9tn\u00edch p\u0159\u00edpad\u016f, jejich\u017e \u0159emeslnick\u00fd hype n\u00e1m u\u017e n\u011bjakou dobu pije krev. P\u0159\u00edklad prvn\u00ed \u2013 Vasky. Mizern\u011b vytvarovan\u00e9 boty, ze kter\u00fdch p\u016flku majitel\u016f tla\u010d\u00ed nohy, podr\u00e1\u017eky vypadaj\u00ed jak se\u0161it\u00e9 doma nad kuchy\u0148skou linkou a design nejsp\u00ed\u0161 m\u00ed\u0159\u00ed na t\u0159ic\u00e1tn\u00edky s hypot\u00e9kou na krku, kte\u0159\u00ed cht\u011bj\u00ed b\u00fdt forever young, ale z\u00e1rove\u0148 pracuj\u00ed v bance a maj\u00ed r\u00e1di Kobzu a TOP09. Ale hlavn\u011b, \u017ee jsou Ru\u010dn\u011b Vyr\u00e1b\u011bn\u00e9<\/strong> a ze Zl\u00edna<\/strong>, kde je jak zn\u00e1mo Tradice<\/strong>, Ba\u0165a<\/strong> a Prvn\u00ed republika<\/strong>. Informace, \u017ee ve Zl\u00edn\u011b dodnes prakticky nep\u0159etr\u017eit\u011b \u0161ij\u00ed des\u00edtky men\u0161\u00edch firem, a obnovovat \u0161evcovskou tradici tedy nebylo pot\u0159eba, k t\u011bmto d\u011bln\u00edk\u016fm pozdn\u00edho kapitalismu z\u0159ejm\u011b nedotekla ani za t\u0159icet let, co je u n\u00e1s znovu povoleno soukrom\u00e9 podnik\u00e1n\u00ed. P\u0159\u00edb\u011bh Vasek je jedine\u010dn\u00fd tak\u00e9 v tom, \u017ee se na webu zakl\u00ednaj\u00ed tradic\u00ed a umem zl\u00ednsk\u00fdch \u0161evc\u016f, ale jmenovit\u011b je zde p\u0159edstaven pouze zakladatel, marke\u0165\u00e1k, obcho\u010f\u00e1k a fotografka. O samotn\u00fdch \u0161evc\u00edch u\u017e se nedozv\u00edme zhola nic, p\u0159itom by to s ohledem na porevolu\u010dn\u00ed historii Zl\u00edna mohlo b\u00fdt \u00fapln\u011b nejzaj\u00edmav\u011bj\u0161\u00ed. T\u0159e\u0161ni\u010dkou na dortu je jejich nezpochybniteln\u00fd marketingov\u00fd g\u00e9nius, d\u00edky kter\u00e9mu se mohli vyka\u0161lat na b\u011b\u017en\u00e9 podnikatelsk\u00e9 postupy, jako je \u00fav\u011br \u010di prodej zbo\u017e\u00ed, ale prost\u011b si na Hithitu \u0159ekli o p\u016flmilionov\u00fd d\u00e1rek od sv\u00fdch fand\u016f<\/a>, kte\u0159\u00ed jim nakonec jen tak vysypali p\u0159es p\u011bt milion\u016f na v\u00fdrobu (hnusn\u00fdch) tenisek. P\u0159izn\u00e1v\u00e1me, \u017ee tady z n\u00e1s mluv\u00ed u\u017e jen \u010dist\u00e1 z\u00e1vist.<\/p>\n

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P\u0159\u00edklad druh\u00fd \u2013 ko\u0159alky \u017duf\u00e1nek. Podobn\u011b jako u Vasek tady sice u zrodu v\u00fdjime\u010dn\u011b nest\u00e1ly znud\u011bn\u00e9 kancel\u00e1\u0159sk\u00e9 krysy, ale d\u011bti zachra\u0148uj\u00edc\u00ed rodinnou firmu, nicm\u00e9n\u011b na v\u00fdsledku to moc nem\u011bn\u00ed. Vkusn\u00e9 ba\u0148at\u00e9 fla\u0161ky dekoruj\u00ed ka\u017ed\u00fd z lep\u0161\u00edch pra\u017esk\u00fdch podnik\u016f a filma\u0159i i realitn\u00ed agenti po ve\u010derech pomlask\u00e1vaj\u00ed nad jemn\u011b vyv\u00e1\u017een\u00fdm ginem \u010di hru\u0161kovic\u00ed. Ov\u0161em fakt je, \u017ee pr\u016fm\u011brn\u00e1 pal\u00edrna pouze vyu\u017eila situaci, kdy na barech le\u017eela jenom zapr\u00e1\u0161en\u00e1 Jel\u00ednkova slivovice, lid\u00e9 tou\u017eili po n\u011b\u010dem kvalitn\u011bj\u0161\u00edm a autentick\u00e9m, a \u017duf\u00e1nkov\u011b parti\u010dce se poda\u0159ilo pra\u017esk\u00e9 snoby p\u0159esv\u011bd\u010dit, \u017ee pr\u00e1v\u011b oni jsou ta prav\u00e1 poctiv\u00e1 moravsk\u00e1 p\u00e1lenice, jej\u00ed\u017e ko\u0159alka je nektar boh\u016f, kdy z ka\u017ed\u00e9ho pan\u00e1ka sly\u0161\u00edte tkliv\u00e9 t\u00f3ny cimb\u00e1lu. Griotku sice d\u011blaj\u00ed obstojnou, i kdy\u017e NP nesouhlas\u00ed ani s t\u00edm, ale jinak tu existuje spousta mnohem lep\u0161\u00edch i levn\u011bj\u0161\u00edch pal\u00edren, o dom\u00e1c\u00edch lahv\u00edch od d\u011bde\u010dka z Vala\u0161ska ani nemluv\u011b. A ve v\u00edru dojemn\u00fdch rozhovor\u016f v presti\u017en\u00edch \u010dasopisech se taky trochu ztr\u00e1c\u00ed skute\u010dnost, \u017ee kdy\u017e um\u00ed dobrou meru\u0148kovici vyp\u00e1lit i lidi v Litom\u011b\u0159ic\u00edch, Hav\u00ed\u0159ov\u011b nebo t\u0159eba v Rakousku, nen\u00ed nutn\u00e9 um\u011ble budovat hrdost na pr\u016fm\u011brn\u00e9 kloktadlo, by\u0165 by ho n\u011bkdo vyp\u00e1lil v srdci B\u00edl\u00fdch Karpat. Jako pikantnost na z\u00e1v\u011br dodejme, \u017ee p\u0159ed p\u00e1r lety dok\u00e1zali v \u017duf\u00e1nku z kapitalistick\u00e9ho nad\u0161en\u00ed dokonale vyko\u0159istit sami sebe a\u017e do tot\u00e1ln\u00edho zhroucen\u00ed<\/a>, proto\u017ee kdy\u017e se byznysu da\u0159\u00ed, nelze p\u0159ece jezdit na dovolenou.<\/p>\n

P\u0159\u00edklad t\u0159et\u00ed \u2013 kola Favorit. Ple\u010dky, kter\u00e9 v nejb\u011b\u017en\u011bj\u0161\u00edm proveden\u00ed F10 nikdy nebyly ani kvalitn\u00ed, ani hezk\u00e9, ale prost\u011b jenom byly. Radost z prakticky jedin\u00e9 poj\u00edzdn\u00e9 v\u011bci, kter\u00e1 se dala za normalizace na trhu koupit, dok\u00e1zala v p\u0159edstav\u00e1ch n\u00e1roda \u00fadajn\u00fdch fachman\u016f p\u0159eb\u00edt i vypad\u00e1vaj\u00edc\u00ed kl\u00ednky, nebrzd\u00edc\u00ed brzdy a praskaj\u00edc\u00ed v\u00fdplety a ud\u011blat feel good zna\u010dku i z o\u010dividn\u00e9ho \u0161mejdu. Nen\u00ed tedy divu, \u017ee jist\u00e1 parti\u010dka vykuk\u016f zkusila tenhle vachrlat\u00fd lovebrand znovu vyt\u011b\u017eit<\/a>. Pokus o reinkarnaci, kter\u00fd byl designov\u011b snad je\u0161t\u011b hnusn\u011bj\u0161\u00ed ne\u017e p\u016fvodn\u00ed vzor, ale o to dra\u017e\u0161\u00ed, na\u0161t\u011bst\u00ed vzal \u010dert<\/a>. To ale dodnes nebr\u00e1n\u00ed mnoha lok\u00e1ln\u00edm kreativc\u016fm, aby p\u0159estavovali odporn\u011b dlouh\u00e9 a m\u011bkk\u00e9 r\u00e1my upl\u00e1can\u00e9 z bahna re\u00e1ln\u00e9ho socialismu na \u201estylov\u00e1 retro kola\u201c nebo nedejbo\u017ee singlespeedy. To v\u0161e za labu\u017enick\u00e9ho pomlask\u00e1v\u00e1n\u00ed podava\u010d\u016f kancel\u00e1\u0159sk\u00e9ho pap\u00edru, kte\u0159\u00ed si na bicyklu zpravidla neum\u00ed ani spr\u00e1vn\u011b nastavit sedlo, ale zato si vybavuj\u00ed, \u017ee stejn\u00e9 kolo se povaluje t\u00e1tovi ve stodole na chalup\u011b. Na rozd\u00edl od t\u00e1ty u\u017e jim ale nedoch\u00e1z\u00ed, \u017ee kdyby za n\u011bco st\u00e1lo, nejsp\u00ed\u0161 by se tam nev\u00e1lelo.<\/p>\n

Asi nen\u00ed \u00fapln\u011b n\u00e1hoda, \u017ee pr\u00e1v\u011b Favorit skon\u010dil tak, jak skon\u010dil. \u010c\u00edm slo\u017eit\u011bj\u0161\u00ed a propracovan\u011bj\u0161\u00ed v\u00fdrobek, t\u00edm h\u016f\u0159 se zpravidla reklamou zakr\u00fdv\u00e1 jeho nedostate\u010dn\u00e9 \u0159emesln\u00e9 zpracov\u00e1n\u00ed nebo p\u0159emr\u0161t\u011bn\u00e1 cena neodpov\u00eddaj\u00edc\u00ed nab\u00edzen\u00e9 kvalit\u011b. Zat\u00edmco ze \u0161patn\u00fdch bot v\u00e1m maxim\u00e1ln\u011b slezou nehty a po konzumaci nekvalitn\u00edho alkoholu si zap\u00ed\u0161ete do \u0161ichtovky sick day, na kole si m\u016f\u017eete docela dob\u0159e i rozb\u00edt hubu. Jestli taky zn\u00e1te n\u011bjak\u00fd trendy obnoven\u00fd v\u00fdrobek \u010di tradici, kter\u00e1 ve skute\u010dnosti stoj\u00ed za hovno, pod\u011blte se o to v koment\u00e1\u0159\u00edch, a\u0165 varujete dal\u0161\u00ed ne\u0161\u0165astn\u00edky. A kdy\u017e u\u017e si n\u011bco kupujete, koukejte rad\u0161i na v\u011bc samotnou a ne na jej\u00ed p\u0159\u00edb\u011bh a kulturn\u00ed p\u0159esahy. A u\u017e v\u016fbec ne\u0159e\u0161te, jestli maj\u00ed kvalitn\u00ed reklamn\u00ed kampa\u0148 a dobr\u00fd web. Jinak toti\u017e skon\u010d\u00edte s bolehlavem, ploch\u00fdma nohama a rozpadl\u00fdm kolem, a zas o tolik v\u00edc cool stejn\u011b nebudete.<\/p>\n

P. S.: Dv\u011b t\u0159etiny na\u0161\u00ed redakce obouvaj\u00ed boty Vasky. Pochopiteln\u011b ty dv\u011b t\u0159etiny, kter\u00e9 nepoch\u00e1zej\u00ed ze Zl\u00edna. Na Pecha Kuch\u00e1ch vystupujeme pravideln\u011b a v DVTV u\u017e jsme taky byli.<\/em><\/p>\n

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Nejen v \u010cesku se u\u017e p\u00e1r let opakuje podobn\u00fd p\u0159\u00edb\u011bh. V\u011bt\u0161inou za\u010d\u00edn\u00e1 t\u00edm, \u017ee h\u00e1kujete v marketingov\u00e9 agentu\u0159e, navrhujete weby nebo k\u0161eftujete s akciema, ale u\u017e v\u00e1s to tak n\u011bjak nebav\u00ed. R\u00e1di byste d\u011blali n\u011bco trochu v\u00edc cool a odst\u011bhovali se na venkov, z\u00e1rove\u0148 nechcete moc sni\u017eovat sv\u016fj \u017eivotn\u00ed standard ani soci\u00e1ln\u00ed kapit\u00e1l. A pak … <\/p>\n

Continue reading “N\u00e1vrat k \u0159emeslu”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[14,19,128],"class_list":["post-11128","post","type-post","status-publish","format-standard","hentry","category-sukovice","tag-betla","tag-matous","tag-np"],"_links":{"self":[{"href":"https:\/\/www.vagus.cz\/index.php?rest_route=\/wp\/v2\/posts\/11128","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vagus.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vagus.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vagus.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vagus.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11128"}],"version-history":[{"count":5,"href":"https:\/\/www.vagus.cz\/index.php?rest_route=\/wp\/v2\/posts\/11128\/revisions"}],"predecessor-version":[{"id":11221,"href":"https:\/\/www.vagus.cz\/index.php?rest_route=\/wp\/v2\/posts\/11128\/revisions\/11221"}],"wp:attachment":[{"href":"https:\/\/www.vagus.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11128"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vagus.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11128"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vagus.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11128"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}