Why burn your Armani shirt? Oh right, for a book...

Normally I would call people like Neil Boorman (picture above) a moron. God knows how happy I would be if I were surrounded by Gucci, Prada, Chanel ... Jimmy Choo (why not?). If you are still not aware of this man, go read a magazine you prune. This British journalist is the genius behind the idea of living without brand label products, which includes getting rid of those which he already owns (which will pile up to be quite a stash I would wager), and writing a book about it. Bonfire of the Brands is the project. I have trouble throwing out my 4 year old Armani shirt, let alone get rid of every single brand label I have in my wardrobe - so in my book, this man is a revolutionist (I have low standards).

If he plays this right, he is going to be the next Morgan Spurlock - not to mention a penny richer in his bank account. A book of this caliber in 'extremity' is bound to sell to the massive fashion/product obsessed consumers that are in abundance in America. "What is this man DOING?" they will gasp, and they will fork over the cash to read about it. The minor problem might be his media coverage before the book is actually published. No doubt that a stand against major corporate brands will spark interest and coverages on some level, but some magazines might be reluctant to feature a story that might (and probably will) offend it's sponsors and major resources of income. However, like stated previously, it will only be a minor problem, for mainstream media (such as Times, BBC, and Toronto Star - Where are my Torontonians at? ... ) have already wrote an article or two regarding this project, which means it won't be long until the others do the same.

I, too, invest quite a lot of my 'fundings' into the "emotion in buying and owning things," as Boorman puts it. But I am happier this way - and though sad, I will stay this way. Go Boorman! With your crazy (but socially correct) views and ideas. I won't do what you did but I will still buy your book (which doesn't make me a consumer whore by the way <.< ...). If you haven't already hit up his BLOG by clicking here.

All this talk about brand labels...I really need to buy a new Lacoste shirt.