I highly recommend this article – its by artist Rebekah Modrak who delivers a wicked parody of an “urban lumberjack” brand.

Learning to talk like an urban woodsman: an artistic intervention 

Rebekah Modrak 

“This paper is an artist’s statement about the Re Made project, an artwork that parodies the urban woodsman aesthetic of Best Made Co., which markets designer axes through the rhetoric of authenticity, the appropriation of working-class identities and the revitalization of traditional male roles.”

http://www.tandfonline.com/doi/full/10.1080/10253866.2015.1052968

and an accompanying commentary by Laurie Meamber

http://www.tandfonline.com/doi/full/10.1080/10253866.2015.1053661 

Both articles are available for free for a limited time.