Brandism, Materialism, Elitism?

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).

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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?

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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

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One thought on “Brandism, Materialism, Elitism?

  1. We live in a world where capitalism became inevitable.
    Increasingly consumerist, where more and more people are worth by what they wear and not for what they really are. The appearance surpassed intelligence. People increasingly try to live their own image than on the qualities and capabilities.
    In my point of view, I think that people wear what they feel more identified with. In this labeled world each one seeks their own. I think the consumer will not be worried if adidas and nike are manufactured under the same roof. The important is the philosophy that the brand message leaves for you to interpretate and how you apply it on your daily life to be a better person and live with quality.
    Today there are markting strategies to catch the consumer attention as an octopus takes their victims under its camuflaged texture. A good example are the campaigns that use famous artists to promote the brand itself. Beyonce is representing the new collection for H&M. This leads to the brand, in this case H&M (octopus), can involve not only the regular clients but also get the attention of fans of Beyonce (bait).
    In between we can find those who don’t show any interest to this sort of issues, either for their lack of interest or for economical reasons.
    Buy a t-shirt or a shirt can in fact bring some ego regardless of brand. There will always be different reasons to buy clothing. Since the need to buy because you need that piece, or because you collect special editions or even social issues. I think it will be unlikely to see a president or a lawyer speaking wearing a Rebel-8 t-shirt.
    In general, I think the feeling is the same for everyone when you buy a t-shirt of your favorite brand regardless of the price that it costs.
    To end this long review, within my preferences I particularly like brands like Carhartt, Poler, Element, Penfield, Vans and others. What I find in these brands goes beyond the product concerned. Most of them are brands that include artists of all kind and people who follow a way of life as Poler, which is a brand dedicated to wild camping for example.

    I hope that people will continue to differentiate for what they are and not for what they wear, otherwise we will be more and more like sheeps on a flock.

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