Do clothes affect the way we think? No doubt there’s an emotional factor in apparel. We’re well aware that clothes affect the way others perceive us. Consider the effects of the tuxedo, string ties, culottes, or the very existence of a trillion dollar fashion industry, for example. Clothing sends signals. Clearly that also affects our confidence and well-being. But scientists are coming around to the idea that clothes can actually make us smarter. It’s called embodied cognition.
Various clothes (items) make us look smarter or sexy or cool. Of course, interpretations can vary. Some think cargo shorts look cool. Perhaps that’s primal. Any guy with that many pockets is surely a good provider and comfortable too. Alternatively, it has been pointed out that James Bond never wears cargo shorts. There are trade-offs as well. Bow tie wearers look smarter or more articulate. But David Sedaris claims: “A bow tie announces to the world you can no longer get an erection.” Perceptions are funny that way.
Bow ties will probably not make you impotent. But social psychologists are looking at a new phenomenon in which clothing is actually affecting cognitive processes. It turns out that we’re not only thinking with our brains – but also with our bodies.
Psychologists have tested this. If you wear a white coat that you believe belongs to a doctor, your ability to pay attention increases sharply. You will actually perform certain cognitive tasks better (smarter!). But if you wear the same white coat believing it belongs to a painter, well, you show your usual stuff – you’re not smarter.
Think about that for a moment. We have. In these past five years, we’ve witnessed the enclothed cognition effects when an unsuspecting subject dons a Cleverhood cape. No kidding, we’ve conducted numerous studies in cities around the world. We’ve seen the look when people’s bodies start thinking about the qualities embodied in that cape. (Coincidentally, Batman wears a cape). Astute reasoning and emboldened confidence have been noted in our tests.
We encourage you to test out the embodied cognitive properties of a Cleverhood. Returns are easy but we think you’ll be pleased with your results.