What deems this as cool? Why does wearing a brand make you feel that you’re superior over someone who doesn’t?
The reason I started to spend money on branded clothes was way back when, I think everybody and their cousins in Newcastle (where I lived at the time) owned a Berghaus Ski jacket and some Rockport boots, so it only seemed right to join in (this was after being socially beaten for wearing my two stripe jacket the year before at the age of 10).
It was all different back then you bought your one or two expensive pieces and wore them till it was dead, mainly because I didn’t have an income of my own, that didn’t happen till I was 13 and learnt to hustle my schoolmates for snouts but that’s another story.
The “cool” new way to buy a brand is to buy one with subtle to no advertisement of the brand we are wearing… So why do we wear it? Why do we spend 3 times the odds on something that your average Joe wouldn’t even know if it was a Primark number? Why does it make us feel good knowing that our money we work for is spent on items that are not necessity to us in the hope of impressing our peers?
Do brands these days still hold their integrity? I am buying branded items for their lifespan and quality of the garment, not its trend status. But, what happens when your brand is made in the same factory’s as its high-street alternative? Because they are too worried about profit margins and not the consumer? With all the talk of OG this or re-makes of that and using poor quality materials to replicate what they used in the first place, to make a cheaper turn around. What will the quality be like on the re re-releases in 10 or so years time?
A prime example of my brandism is how I have worn Calvin Klein boxers for over 10 years and although they are deemed as Chav wear, I am still to find an underwear that fits me this good and makes me feel like Ray Winstone in Sexy Beast. I once lost all of my underwear from a suitcase being miss-placed and had to dish out a few hundred pound just to replace it because I wasn’t prepared to buy a high-street alternative, or because I genuinely don’t believe there is another fit as great as the Calvin out there?
What I am trying to get at is, what makes you feel great about putting on that brand new branded shirt to a shirt that’s bought in your local chain store? Does having a shirt that’s made by a brand in its hundreds, really make you feel great? If so you are a brandist ready for consumerism at its highest grade with a materialistic outlook thinking you belong to an elite and if not, what reason do you have? Supporting your local? Following a trend? Let us know by leaving your thoughts and opinions in the comments below.
Authors Instagram: @bedfordcool