Ten minutes to write. Less time to read.

Chinos are the offspring of blue jeans. They were born somewhere in the twentieth century and grew to adulthood in the late 1900s. I know this because I recently received a catalog from Lands Ends that uses Chinos as a marketing theme like I have never seen.

Case in point: There are Chinos for guys who want pants to fit, regardless of whether the wearer seeks a tapered traditional pair or a roomier, relaxed fit. Then there are Chino shorts, which are – according to the advertising – long on comfort and made to last.

But what does this really mean?

I didn’t have time to ponder the question, because the next few pages reveled in Weekend Khakis, which – as far as I can tell – are Chinos in disguise. Let it be said, however, that Weekend Khakis are “perfect for the guy always on the go.” God forbid if he stops. Next we have everyday Chinos which, according to the advertising, “may be the most versatile pants you can own.” They’re also called “Classic Chinos” because they “bridge the gap between time at work and time off.”

I was only halfway through the catalog, but I saw the rationale here. It’s to induce readers, AKA purchasers, to see Chinos in a brand new light, one that enables them to shine in every single social situation just by wearing the right pair of pants.

All I want to know is, Is this what the world is coming to?