"Grunge ... became an anti-consumerist movement where the less you spent on clothes, the more 'coolness' you had." The style did not evolve out of a conscious attempt to create an appealing fashion; music journalist Charles R. Cross said, "frontman Kurt Cobain was just too lazy to shampoo", and Sub Pop's Jonathan Poneman said, "This is cheap, it's durable, and it's kind of timeless. It also runs against the grain of the whole flashy aesthetic that existed in the 80s." The flannel and "... cracked leatherette coats" in the grunge scene were part "... of the Pacific Northwest's thrift-shop esthetic. Grunge fashion was very much an anti-fashion response and a non-conformist move against the "manufactured image", often pushing musicians to dress in authentic ways and to not glamorize themselves. At the same time, Sub-Pop utilized the 'grunge look' in their marketing of their bands. In an interview with VH1, photographer Charles Peterson commented that members from grunge band Tad "were given blue collar identities that weren't entirely earned. Bruce (Pavitt) really got him to dress up in flannel and a real chain saw and really play up this image of a mountain man and it worked."