Great author / brand identity

Can this be what Ernest Hemingway would have wanted? For this portrait photograph – an image that references The Old Man and the Sea, his Pulitzer Prize-winning novel, also cited in the award of his Nobel Prize for Literature – to be employed as part of the brand image for a clothing store in Barcelona?

In what way does does a fictional old man’s epic and desperate pursuit of a marlin feed into our purchase of chinos and shirts?

Really?

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