The Burning Of The Brands

THE BURNING OF THE BRANDS

British style writer Neil Boorman has decided to burn every branded thing in his possession. "I am addicted to brands," he confessed in a magazine article: "From an early age, I have been taught that to be accepted, to be lovable, to be cool, one must have the right stuff. At junior school, I tried to make friends with the popular kids, only to be ridiculed for the lack of stripes on my trainers. Once I had nagged my parents to the point of buying me the shoes, I was duly accepted at school, and I became much happier as a result. As long as my parents continued to buy me the brands, life was more fun. Now, at the age of 31, I still behave according to playground law."

Boorman finally realized that the happiness found in his possessions is hollow and short-lived, leaving him with a "continual, dull ache." So he's taking drastic action and turning to a life of simplicity. He summarizes: "The manner in which we spend our money defines who we are. ...In this secular society of ours, where family and church once gave us a sense of belonging, identity, and meaning, there is now Apple, Mercedes, and Coke. ...So, this is why I am burning all my stuff. To find real happiness, to find the real me.

Video: Brand Burning. Lori Quicke, Wheaton, Illinois; source: Neil Boorman, "Bonfire of the Brands," BBC Magazine (8-29-06).