In the World War II Apparel Industry that make the battle jackets from that era, there has been the last two years an uneasiness over offering one the major selling items to customers, because of the change in name for the article. In the online world today, everyone uses code and keywords to display their wares and to search on the search engines for particular items. The change in name has indeed brought a certain chaos for this one important item. The formally known “Patton B3 Bomber Jacket” has changed its brand label to ‘The General B3 Bomber Jacket’.

That change in brand label or product name bought about certain woe throughout the online niche world that sell these jackets online. A manufacturer known to produce such jackets years back thought it would be of value to make a good replica of the B3 Bomber Jacket that General George Patton had worn. In the 1970, 20th Century Film, “Patton”, which had many iconic moments that film watchers have always remembered, there is the winter campaign to save the beleaguered 81st Air Borne Division at Bastogne in Belgium. In those winter scenes with the traveling 3rd Army, the Actor George C. Scott, who portrays General Patton in the movie, is wearing a personalized B3 Bomber Jacket with his gun belt lashed around the bottom of the jacket, and this is not the usual B3 Bomber Jacket that was “standard issue” to any bomber crew, but a specialized B3 jacket just for the General himself.

The jacket Scott wore in the film was indeed handsome and newly made -- -but of WWII vintage with the small front pocket. General Patton’s real Shearling had a well- worn look to it. Just the same, Scott’s portrayal and the B3 jacket gained instant celebrity with the public and that fame remained within the memory of many.

Most bomber crews were issued the Type B3 Bomber Jacket. Many Army Officers, American and British, attached to ground forces, somehow managed to procure one for themselves. It clearly was the ‘dashing thing to do’ if you were an officer. Patton had one made for himself with shoulder epaulets so he could wear his famous stars. In war photos of him wearing his jacket, this appears as the only custom addition.

Along comes The Cockpit USA, a company formed from the old Averix Brand when it split off to separate itself. The Cockpit USA went its way and the Averix went to follow little boys on their BMX bikes. The Patton B3 Bomber Jacket was already produced in its modern form, and it went with The Cockpit USA when it split away from Averix. The WWII Sheepskin Jacket was popular with customers. It seemed like everything was right with the world and everywhere folks just got down to the business of selling and buying jackets. Well, sometimes good finds major bumps in the road or in some cases, a roadblock.

Matters were going along just fine for The Cockpit USA and their Retailers, and the sheepskin jacket they manufactured that everyone labeled “The Patton B3 Bomber Jacket”. This particular stylish piece was very popular with customers, although expensive. It became well known, highly prized all over the world and somewhat of a celebrity within the apparel genre amongst WWII Jacket enthusiasts.

Then suddenly, Retailers who sold this jacket found themselves being contacted by the Patton Estate through its Attorneys. Always expect something bad from Attorneys, right? Indeed, the language forwarded to Retailers was tough and a little over the top. Stop using the word “Patton” or face an immediate lawsuit for Copyright or Trademark infringement. Oh Brother.

Retailers were having to personally explain themselves to the Patton Estate. Retailers were just “offering” the article, they did not make nor did they label it or have anything to do with naming that specific item. The “Patton B3 Shearling” came from the manufacture, The Cockpit USA, and it said so in its product catalog. Nonetheless, the damage to the WWII Jacket Niche had already been done. The bomb had been dropped, there was no calling it back.

Next came word that The Cockpit USA and the Patton Estate was negotiating something and it was hoped that the name would be retained. Meanwhile, Retailers were crossing their fingers, praying matters would be worked out. A name change of just a popular item is something Retailers do not appreciate now want. It’s a balance thing.

Meanwhile, the article in question, kept selling under the established label, “The Patton B3”. Little did anyone realize that behind the scene, a retail nightmare was enlarging. The Patton Estate was attempting to License Patton’s name and The Cockpit USA was fine with that idea, but on price, the two were clearly not satisfied with the discussions. Soon it was looking more like any cooperation was being left in the alley. Even so, a lot of optimism was retained on the Retail Front. It turned out that optimism was just wishful thinking.

Many weeks went by, then the bottom of the bag feel out with a formal announcement from The Cockpit USA, that the name of the B3 jacket would be changed, from the Patton B3 Bomber Jacket to something else, that no agreement could be accepted by both parties regarding the Patton Estate License.

That announcement certainly brought its turmoil to the online world. No firm name, no firm keywords –many would have to change. Over several years, a new name was finally established,

The General’ as the formal name of the famous B3 Shearling bomber jacket. Customers were confused, not to mention the search engines and online Retailers pulled their hair out trying to find the right keywords to change over, knowing such keyword change would kill searches and sales.

It took the buying public and those searching a good while to get used to the change. It took Retailers even longer. Several years have passed now, and in phone conversations today, the big important words just seem to roll out from customer’s voices – “Is the Patton B3 in 2XLarge still in stock?” “Oh, you mean The General?” “Is that what they call it now?” “Yes, that is what we call it today.” “Wow, I didn’t know that, well, is the Patton in stock?” And we still calmly explain to customers why it’s called “The General”. That may still take some years before the perception changes, but then again, it may never completely die out.

However, let’s not be hasty with grist towards the Patton Estate wanting to License their famous Celebrity’s name when it comes to commercial products. They are entitled to do just that up to 75 years after his passing. Look at all the Licensing agreements that the estate of John Wayne makes each year.

Licensing protects the dignity of the person’s name and such licensing helps retain the character and nobility associated with that individual. There is no wrong with that. You see, there are folks who given an opportunity, will demean the name in some commercial enterprise without any conscience or thought of what harm it might cause or bring. Licensing is a form of protection.

“The General”, or whatever name you give it, is still sold by Retailers and the name change is still struggling a bit with consumers and even those who offer it for sale. The only sad part of the failure from this Licensing episode, is that the name change certainly lacks the proper ‘flavor’ and it seems a little off to everyone.

Just calling the jacket, “The General B3 Bomber Jacket”, makes one feel as if we are depreciating General George S. Patton through the process of the label change, by leaving his name out of it. It was his jacket after all. You can still find Elvis Presley’s name on products and likeness, and there are other famous likenesses that cover a lot of product range.

But George S. Patton is not one of them. The jacket in question, with his name attached to it, went a long way to keeping his name in today’s world relevant and out in front of an admiring and buying public. That B3 Bomber jacket ---with his name attached to it--- also established a new noteworthy value among the younger generations. Let’s hope that will not ever be totally lost.