The point of PG's essay is well-taken, but I'm not really sure how the linked article really applies other than at a superficial level. I can't find a recent press release from which this article was derived; the closest one is the cited Bain & Co. note from Oct. 2012, which is pretty old by current standards.

Additionally, the reporter here seems to have at least done a modicum of original research, given that he's quoting actual clothing makers. This is in contrast with the USA Today article cited in PG's essay, which quoted a PR guy, a GQ editor, and a consultant.

Thus, to the extent that the submarine theory applies here, it's probably just to show the long reach that a well-manufactured eight-year-old marketing campaign can have. But there were plenty of other marketing campaigns from that time that didn't stick around this long, so maybe that's an indicator that there is some real substance to this trend?

Of course, I've only done a little research into this. If someone can turn up the actual press release or other marketing push from which this article was derived, I will gladly reverse my opinion.