Rodarte 1st Ever Not 1st Ever? 2nd 1st Ever?

I was reminded of the Lord Of The Rings movie, in which one of the characters asked when they can eat breakfast, while on their journey one morning, to which a reply came: we've already had breakfast, to which the same person re-asked: when are we having 2nd breakfast?

This morning I seem to stand corrected, on my earlier claim of Rodarte's 1st Ever ad campaign.

I was poked by Anthem magazine telling me that the brand had actually advertised in their magazine this past winter. So there seems to have been a real 1st ever [winter] ad campaign?  Anthem is trying to get me a pic...

But, was it as dull as this here that it didn't catch my attention?

Anyway, sorry for the rest of you who reported also wrongly, because of me.