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May 26, 2006


Ari T

Heart-rending stuff. Pass this on to Neil: get off your spoilt, resource-wasting ass, go to your nearest Haitian slum and *then* whine about having too much branded stuff. At least donate the items to a charity, for God's sake.

Neil Boorman

Thanks for posting the book on my site Alan... much appreciated.

As for the comment above, well this is a standard response from some people, and I understand why they have this knee-jerk reaction.

What I am trying to do with the project is raise awareness of the futility and wastefulness of modern branded consumerism. Me taking my stuff down to the local charity store might raise a few bucks for the local orphanage, but it isn't going top change a whole lot. Creating a public stunt that will hit the newspapers and feature on a TV documentary and be published in a book accross the world will.

Money is going to be donated to charity. And considering how much junk we throw away in the world each day, how much pollution we release into the atmosphere each day, my little bonfire is a drop in the ocean. It really is only a waste when you value the products higher than their practical worth. A supermarket shopping bag and a louis vuitton bag do the same job. Its just the aspirational and emotional value tied up with the LV brand (and the cheap leather) that make them more valuable.

If I was being less diplomatic I would also say that people like Ari T get a shock when they read about people that dissent from the status quo. It is an uncomfortable feeling when someone questions the lifetsyle you are leading, especially when we all work so hard to achieve that lifestyle. I had the same thing when I admitted to alcoholism. In identifying my problem, some people I knew who were drinking the same amounts took the admission as being a slant on their lifestyle. First they got angry. then they got holier than thou. Then they hurled abuse at me. Sound familiar?

Ah well. Alan, the Zuboff quotes are invaluable... many thanks for steering me in the right diraction. Fantastic blog sir, and keep up the good work.

alan moore

Dear Neil,

Congratulations on such a measured response. I think you make many valid points. I wonder outloud that though your actions are extreme, how will we value brands in the future? What role will they have in our lives as signifyers? If we move beyond visual representation, where does that take us?

I am thinking about, how people are generally spending more time being creative, creating content, uploading it downloading, sharing, mixing, mashing. 31% of all 14 to 31 year olds in the UK have their own blog or website. We are witnessing the rise of amatuerisation.

So what role the brands? Levis no longer stand as the icon for rebellion and freedom, Coca Cola no longer represents the American Dream, Designer brands overpriced.

Brands instead of saying be like me, should be saying how can I help you?


Yawn Boorman, once again certain subjects of the universe are aptly named... you were an attention seeking tool in your sad consumerism in the first place and yr motivations are no less sad or self-serving in your repudiation. Why would the World that encourages that behavior give a shit whether you renounce it or not...self-obsessed and sexxxy indeed. And trust me, behavior like yours has about as much shock value as a Britney Spears video.

Alexander Mcqueen Dresses

behavior like yours has about as much shock value as a Britney Spears video.

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