I just saw a seed catalog trying to excite interest in a red Komatsuna they just added.
They said that "Komatsuna might be the next kale".
Whenever I see "fashion" being used to sell something, I[m reminded of the beer commercial that claimed its brand was "the right beer NOW".
(smirking, rolling eyes and shaking head)
Here in Seattle we take good beer seriously! If you care more about fashion than the beer YOU like, you must not be a Beer Person.
Of course, when it comes to every other issue of fashion, like clothing, other people look at me, smirk, roll their eyes, and shake their heads.
It evens out!