I was at 'The Burning' and although I don't agree with burning items that can be donated to charity I do agree with the sentiments behind it. I also think that 'Burning' could become the latest social craze (within the confines of Shoreditch) for late 2006/early 2007. I've heard there are going to be loads of Burning Parties around November 5th. On a different note, I also managed to rescue the wonderful brown leather armchair from 'The Burning', and it now sits very happily in my lounge. So far, whilst sitting on the armchair I have BURNT a candle, eaten some BURNT toast, and BURNT off approx 1250 calories. I love BURNING! p.s. Living an unbranded life is great too. Try shopping at the Turkish and Asian shops to avoid all those food brands.
I am absolutely stunned by the barrage of negative comments you are getting... from all the slaves out there... I simply cannot understand it... it should be perfectly obvious to anyone that what you are doing is a friggin brilliant artwork and spectacular statement... the comments you are getting are akin to the moronic "he says he's a vegetarian but he wears leather shoes" sort of unthinking avoidance of the issue. What they ALL seem to be doing is finding excuses to avoid confronting the issue which is: global brands are raping and exploiting the earth and its people and it must stop! Anyway, would you PLEASE do a piece about it all for the next Idler, which is published in May.
Courage, mon frère! Don't let the cyber-saddoes grind you down!
steve h says "try shopping at the turkish and asian shops to avoid all those food brands"
this is incredibly naive. you are still buying brands - all you are buying is either:
1. brands less well known in the UK
or
2 brands which are simply less successful
either way steve h, the more you put your money into these 'non-brands' (as you weirdly see them) the more you are helping them become the kind of brand that you think they are not, and for some reason, think they will never become.
if you only ever buy loose produce from these shops, you are simply buying into a different brand - the shop itself. infact, the way you talk about asian and turkish shops seems like you already relate particular brand personalities to them.
take your blinkers off.
know what branding is.
know that brands, just like music, just like anything, can sometimes be good, can sometimes be bad. that's all it is about.
brands are not always expensive and aspirational (not that there's anything wrong with that). simply, some of them are, some of them aren't.
unfortunately, what a title like 'bonfire of the brands' pertains to, is, 'burn everything, the bad AND good, the expensive AND the cheap, the aspirational AND the submissive'. and yet if you were to do that, you could not live, unless you were 100% self-sufficient (that includes electricity, gas and water supplier!). buy a sack of spuds from a farmer - hey, that's a brand - its just one that doesn't have a 60page annual report.
neil, give the offer from the idler a miss, and become truly liberated in doing so. just like dior, just like tesco value range, the idler are a brand, who are happy to flog their brand personality to ad agencies and companies who need some so-called creativity. your voice will simply become part of their next sales pitch to 'agency x' or 'x inc', as they drop their latest issue onto the meeting table.
personally i am pro brands, just like i'm also pro stuff that isn't brands.
Congratulations, on an excellen blog, and by the look of the bonfire, an arsonists wet dream.
Reading your comments on shopping as a hobby, reminded me of 'The Harvard Guide to Shopping' by OMA/AMO, Rem Koolhaas' research unit. Koolaas was also responsible for the Prada epicentre sore in New York, and takes the idea of shopping as a cultural pursuit very seriously. You should check it out if you already haven't.
Is this also an attempt to re-brand yourself in some way. Instead of being 'Neil Boorman; the archetypal Shoreditch Twat', aren't you now 'Neil Boorman; the man who burned his brands'? This isn't a critcism, I just wondered where branding stopped, and if like religion, being an atheist/anti brander is as much as a leap of faith as being devoutly religious/brand slave....
This is one of the most absurd and futile gestures I've seen since the invasion of Iraq. If you want to do some good, be an engaged, responsible consumer. 'Opting out', if you can do it at all, is like deciding to protest the government by not voting.
the bonfire was crazy!!! i feel as a society we should burn things more often, but never mind the bolloks!!...
now that you have burnt all ur cool stuff and are left with only the tatters of the world (non-branded stuff), and you have a book deal maybe you should consider taking this a step further, if you really have 'changed' and no longer want to support these world dominating brands maybe you should use your situation as a platform for doing something. im not suggesting that you form a non-branded army but maybe you should try setting up an ethical brand that does things the way they should be done; no exploitation, no o-zone destroying chemicals, no.... well u get the idea. not only will this be a chance to make a bit of a difference but it will also will provide more fodder for your book, allowing you to see why brands do what they do and showing others how things can be done.
Thanks fors for all your comments over the past few weeks.
Loads of good ideas have been circulated via your comments, and now the dust is setlling, I'm going to think about where to take the blog next. Its certainly going to be a 'how to' diary of living brand-free, but there are some ideas about using this as a platform for something larger. I'll keep you posted.
This reminds me of Nathan Barley that was on C4, and in particular the episode about 'Rise of the Idiots'. I honestly thought it was an exagerated look at life amongst various London media types, who buy into ridiculous fashions, trends, and ideas...until now. The burning is marketing genius but its a load of pretentious bollocks. Its impossible to live brand free. Neil, make it last long enough to milk the life out of it with diaries, books, interviews, etc but make sure you are ready for the next big BAPE drop and the new season Dior.
'This is one of the most absurd and futile gestures I've seen since the invasion of Iraq.'
Brandcowboy, that has to be one of the stupidest things I've ever read on the internet. Which probably makes it one of the stupidest things I've ever. Unless you're taking the piss, in which case well done.
Iraq: the James Blunt lover's favourite outrage.
Paul, think about it, it reminded you of Nathan Barley. Did you notice Chris Morris and Charlie Brooker in attendance? I did.
Well firstly may I say that I witnessed the grand burning and may I commend you on such a diffucult route you have chosen. However, I have to confess a little sadness in what appeared to be a diminuative pile of personal possessions. Where were the personal artifacts, such branded artictles that we bestow some personal identity. The gifts that we are drenched with, the books and magazines we consume without question... It seemed to me almost a careful selection of headline grabbing artefacts, with the most prominant labels exposed and their generic logo emblasoned bags. Don't get me wrong, i agree with your sentiments and encourage you in what you are trying to achieve, but if you are going to make the grand gesture, it must be without compromise... (visions of the crowd clambouring to gather the remaining items that could not be burned flashes before my eyes, a chainsaw may have been a good substitute for the rather clumsy sledgehammer).
I am also interested to learn whether your new branded lifestyle includes not utilising other peoples branded items.
P.S... Have you now given up smoking or have you located unbranded cigarettes?
If you didn't want your branded clothes fair enough. But did you consider donating them to charity instead of imolating them? Less spectacular than burning them but more worthwhile. Also the destroying of personal possessions has been done before and with more flair - so it is not an original artistic statement. The vast majority of human beings on this planet do not wear branded clothes - would they care in the slightest about your project? Your ultimate aim seems to be to promote yourself and your book - good luck to you but don't kid yourself that are doing anything especially interesting or special except to people who are clearly easily impressed and have even less originality of thought than you. Wow - I bet you find it really tough not using branded items for a year and gosh - isn't consumer culture just everywhere? Staggeringly profound I know and I didn't need to burn a thing. Anyway thanks - sounding off at your self-regardig foolishness has been very satisfying. Cheers!
Dear a n prowse This self promotion argument is interesting. Do you write into the websites of other people in the public eye to tell them off for promoting their products?
I'd like to think that the product behind my publicity has something more to offer than a face cream or the new Madonna record, so why not publicise it?
Funny, people with political or ethical issues to promote aren't allowed to publicise themselves, becasue they are 'selling out' or commercialising themselves in some way.
Well can't make the whole world agree with you BUT as long as you face up to the consequences in whatever your actions lead to AND most importantly you are happy. Why bother about what others think?
Looking forward to get updates from you - for now, get use to Brandless life?
Hey Neil, I was unable to attend your "bonfire" as I was working, but I can sort of see what you are doing and why. I am 23, and bankrupt. I lived all through my school life in non-branded clothing, eating non-branded food and it was the most unhappy time of me entire life. I was subject to ridicule at school from the other kids as I was "poor" and couldn't afford nice things. Now, I understand that it may sound shallow, but I would have liked to fit in better, I wanted to look good, and be more confortable. You don't just pay for the brand name, you pay for the engineering of the goods, the research that has gone into providing cushioned support when you run, or user-friendly on screen prompts and easy set up of your TV. I agree totally that people get sucked into buying brands, When I was able to get credit at 18, I went crazy, buying everything I had ever dreamed for. And don't get me wrong, it made me very happy. I was able to look better, turn heads, I could wash up without even being in the kitchen just by loading the dishwasher. It was amzing, but the strain on my life was also apparent, I needed to work more to afford to have this lifestyle. The brands exploit customers, as per your T-Shirt example. But the quality is also there. Clothing from Topman, although some people may see it as a brand is crap compared to Ted Baker (nothing Ted Baker has ever come unstitched for me), every Bush or Alba product I have ever owned ( a minor brand I know) has never lasted over 6 months as it is poorly made and there is not the quality you find in the big brands. Maybe you should let someone else live in your shoes and see if it makes them happier, my life would be good now had it not cost me so dearly. But you seem not to have financial worries, the most I ever spent on trainers was £140, and they were not Burberry Puma Trainers for certain. I am interested to see where your journey takes you, but at the same time it would interest me more if you allowed someone to live your old life and compare how you and they feel.
I feel for you and the level of stick that you seem to be coming in for...But a part of me can't help but kind of agree.
The mere fact that you have enough financial freedom that you can choose to opt out of the Brand Culture just makes me feel you're making a statement for the sake of it. While for most in the world a non brand life is the norm. The fact that you come from a fashion journalist background doesn’t really allay my fears, and just kind perpetuates this vision of you as some sort of capricious fashionista who thinks ethical living is sooo this season.
Plus trying to live a brand free life is completely impossible, as many have been deriding you for. Maybe there should have been some kind of proviso before undertaking this, such as I will live my life as brand free as possible. But then I suppose that really doesn’t make for great copy.
Plus what defines a brand, surely some could argue that Bonfire of The Brands is a brand with its own website, spokesman, video and book.
hope all is good post bonfire and that your gums are still intact after cleaning your teeth with baking soda and salt!
Anyway thought you and the commentors would enjoy this - I'm too tired to be able to make any sensible remarks other than these guys must have branding balls of steel
Dude far frome Argentina, saw your statement. What can I say you are a terrorist, more dangerous that the ones that Bush is looking for in his Holly war. If people fallow you it will be the end of the world as we know it quoting REM.... but thank god that people does not think and watch tv while eating a granole bar. I am also a brand hore, but the trues is that everybody is, to be original these day you have to go against of all that is proper and correct to sociaety and even then somebody that that fact yet. The vanguardias are dead before birth use to say and old art profesor. Thought he might be right. A simple question, did yo burn all your stuff? Do yo have anything store, if so could you send it to me? jejeje. Fernando from Buenos Aires
for There is a resounding desire for meaningfull freeroll tournaments in which William Hill Online Casino > players at all levels have the opportunity to compete in tournament play when the prize money is huge... but the buyin is somewhat prohibitive most.
Attention Blog Owners...!!! WARNING: A new immensely powerful viral marketing system has been released, which allows marketers to broadcast messages directly to people's desktops. Learn more about it here: homebusiness site. It pretty much covers homebusiness related stuff and it is FREE to join.
I'd rather have seen you auction off your brands for charity - just because you felt compelled to ditch it all, doesn't mean others couldn't have benefited!
33 Comments:
Congratulations Neil. Are you feeling thoroughly cleansed, or horribly naked? Ashes to ashes, dust to dust - hope you said your goodbyes. xx
Bravo.
I hope you continue to write about your journey, post-bonfire.
I can say, truly, this is an inspiration.
I was at 'The Burning' and although I don't agree with burning items that can be donated to charity I do agree with the sentiments behind it. I also think that 'Burning' could become the latest social craze (within the confines of Shoreditch) for late 2006/early 2007. I've heard there are going to be loads of Burning Parties around November 5th.
On a different note, I also managed to rescue the wonderful brown leather armchair from 'The Burning', and it now sits very happily in my lounge. So far, whilst sitting on the armchair I have BURNT a candle, eaten some BURNT toast, and BURNT off approx 1250 calories.
I love BURNING!
p.s. Living an unbranded life is great too. Try shopping at the Turkish and Asian shops to avoid all those food brands.
Those were some hot brands man!
jajajaja. It´s the best way i´ve never seen for promotioning your new book. You should have been a great advertising profesional instead a journalist.
What brand of computer did you use to update your blog?
What brand of computer did you use to update your blog?
It was awesome - well done! Loved the designer ash that rained down on the spectators :-)
congratulations!
congratulations!
how do you feel now?
Hi Neil
I am absolutely stunned by the barrage of negative comments you are
getting... from all the slaves out there... I simply cannot understand it...
it should be perfectly obvious to anyone that what you are doing is a
friggin brilliant artwork and spectacular statement... the comments you are
getting are akin to the moronic "he says he's a vegetarian but he wears
leather shoes" sort of unthinking avoidance of the issue. What they ALL seem
to be doing is finding excuses to avoid confronting the issue which is:
global brands are raping and exploiting the earth and its people and it must
stop! Anyway, would you PLEASE do a piece about it all for the next Idler,
which is published in May.
Courage, mon frère! Don't let the cyber-saddoes grind you down!
Tom
PS Hope the bonfire went well.
I read about your story in today's Apple Daily - the best selling Chinese newspaper here in Hong Kong.
I wanna pay my deepest respect and admiration to you!
steve h says "try shopping at the turkish and asian shops to avoid all those food brands"
this is incredibly naive. you are still buying brands - all you are buying is either:
1. brands less well known in the UK
or
2 brands which are simply less successful
either way steve h, the more you put your money into these 'non-brands' (as you weirdly see them) the more you are helping them become the kind of brand that you think they are not, and for some reason, think they will never become.
if you only ever buy loose produce from these shops, you are simply buying into a different brand - the shop itself. infact, the way you talk about asian and turkish shops seems like you already relate particular brand personalities to them.
take your blinkers off.
know what branding is.
know that brands, just like music, just like anything, can sometimes be good, can sometimes be bad. that's all it is about.
brands are not always expensive and aspirational (not that there's anything wrong with that). simply, some of them are, some of them aren't.
unfortunately, what a title like 'bonfire of the brands' pertains to, is, 'burn everything, the bad AND good, the expensive AND the cheap, the aspirational AND the submissive'. and yet if you were to do that, you could not live, unless you were 100% self-sufficient (that includes electricity, gas and water supplier!). buy a sack of spuds from a farmer - hey, that's a brand - its just one that doesn't have a 60page annual report.
neil, give the offer from the idler a miss, and become truly liberated in doing so. just like dior, just like tesco value range, the idler are a brand, who are happy to flog their brand personality to ad agencies and companies who need some so-called creativity. your voice will simply become part of their next sales pitch to 'agency x' or 'x inc', as they drop their latest issue onto the meeting table.
personally i am pro brands, just like i'm also pro stuff that isn't brands.
© rebecca and mike 2006
Congratulations, on an excellen blog, and by the look of the bonfire, an arsonists wet dream.
Reading your comments on shopping as a hobby, reminded me of 'The Harvard Guide to Shopping' by OMA/AMO, Rem Koolhaas' research unit. Koolaas was also responsible for the Prada epicentre sore in New York, and takes the idea of shopping as a cultural pursuit very seriously. You should check it out if you already haven't.
Is this also an attempt to re-brand yourself in some way. Instead of being 'Neil Boorman; the archetypal Shoreditch Twat', aren't you now 'Neil Boorman; the man who burned his brands'? This isn't a critcism, I just wondered where branding stopped, and if like religion, being an atheist/anti brander is as much as a leap of faith as being devoutly religious/brand slave....
Well done though
This is one of the most absurd and futile gestures I've seen since the invasion of Iraq. If you want to do some good, be an engaged, responsible consumer. 'Opting out', if you can do it at all, is like deciding to protest the government by not voting.
What are you going to wipe your arse with?
yo neil
the bonfire was crazy!!! i feel as a society we should burn things more often, but never mind the bolloks!!...
now that you have burnt all ur cool stuff and are left with only the tatters of the world (non-branded stuff), and you have a book deal maybe you should consider taking this a step further, if you really have 'changed' and no longer want to support these world dominating brands maybe you should use your situation as a platform for doing something. im not suggesting that you form a non-branded army but maybe you should try setting up an ethical brand that does things the way they should be done; no exploitation, no o-zone destroying chemicals, no.... well u get the idea. not only will this be a chance to make a bit of a difference but it will also will provide more fodder for your book, allowing you to see why brands do what they do and showing others how things can be done.
kind regards
P
(the kid with the kicks)
Thanks fors for all your comments over the past few weeks.
Loads of good ideas have been circulated via your comments, and now the dust is setlling, I'm going to think about where to take the blog next. Its certainly going to be a 'how to' diary of living brand-free, but there are some ideas about using this as a platform for something larger. I'll keep you posted.
This reminds me of Nathan Barley that was on C4, and in particular the episode about 'Rise of the Idiots'. I honestly thought it was an exagerated look at life amongst various London media types, who buy into ridiculous fashions, trends, and ideas...until now. The burning is marketing genius but its a load of pretentious bollocks. Its impossible to live brand free. Neil, make it last long enough to milk the life out of it with diaries, books, interviews, etc but make sure you are ready for the next big BAPE drop and the new season Dior.
Hey, neil.
Well done!
Missed your BIG DAY!!
Here's my question....
Are you with BT or British gas?
Is that not your branded item?
'This is one of the most absurd and futile gestures I've seen since the invasion of Iraq.'
Brandcowboy, that has to be one of the stupidest things I've ever read on the internet. Which probably makes it one of the stupidest things I've ever. Unless you're taking the piss, in which case well done.
Iraq: the James Blunt lover's favourite outrage.
Paul, think about it, it reminded you of Nathan Barley. Did you notice Chris Morris and Charlie Brooker in attendance? I did.
Neil Boorman/Nathan Barley.
Difference is I reckon Neil gets the joke...
Hi Neil.
Well firstly may I say that I witnessed the grand burning and may I commend you on such a diffucult route you have chosen. However, I have to confess a little sadness in what appeared to be a diminuative pile of personal possessions. Where were the personal artifacts, such branded artictles that we bestow some personal identity. The gifts that we are drenched with, the books and magazines we consume without question... It seemed to me almost a careful selection of headline grabbing artefacts, with the most prominant labels exposed and their generic logo emblasoned bags.
Don't get me wrong, i agree with your sentiments and encourage you in what you are trying to achieve, but if you are going to make the grand gesture, it must be without compromise... (visions of the crowd clambouring to gather the remaining items that could not be burned flashes before my eyes, a chainsaw may have been a good substitute for the rather clumsy sledgehammer).
I am also interested to learn whether your new branded lifestyle includes not utilising other peoples branded items.
P.S... Have you now given up smoking or have you located unbranded cigarettes?
If you didn't want your branded clothes fair enough. But did you consider donating them to charity instead of imolating them? Less spectacular than burning them but more worthwhile. Also the destroying of personal possessions has been done before and with more flair - so it is not an original artistic statement. The vast majority of human beings on this planet do not wear branded clothes - would they care in the slightest about your project? Your ultimate aim seems to be to promote yourself and your book - good luck to you but don't kid yourself that are doing anything especially interesting or special except to people who are clearly easily impressed and have even less originality of thought than you. Wow - I bet you find it really tough not using branded items for a year and gosh - isn't consumer culture just everywhere? Staggeringly profound I know and I didn't need to burn a thing. Anyway thanks - sounding off at your self-regardig foolishness has been very satisfying. Cheers!
Dear a n prowse
This self promotion argument is interesting. Do you write into the websites of other people in the public eye to tell them off for promoting their products?
I'd like to think that the product behind my publicity has something more to offer than a face cream or the new Madonna record, so why not publicise it?
Funny, people with political or ethical issues to promote aren't allowed to publicise themselves, becasue they are 'selling out' or commercialising themselves in some way.
Why exactly is that?
Well can't make the whole world agree with you BUT as long as you face up to the consequences in whatever your actions lead to AND most importantly you are happy. Why bother about what others think?
Looking forward to get updates from you - for now, get use to Brandless life?
Hey Neil,
I was unable to attend your "bonfire" as I was working, but I can sort of see what you are doing and why. I am 23, and bankrupt. I lived all through my school life in non-branded clothing, eating non-branded food and it was the most unhappy time of me entire life. I was subject to ridicule at school from the other kids as I was "poor" and couldn't afford nice things. Now, I understand that it may sound shallow, but I would have liked to fit in better, I wanted to look good, and be more confortable. You don't just pay for the brand name, you pay for the engineering of the goods, the research that has gone into providing cushioned support when you run, or user-friendly on screen prompts and easy set up of your TV. I agree totally that people get sucked into buying brands, When I was able to get credit at 18, I went crazy, buying everything I had ever dreamed for. And don't get me wrong, it made me very happy. I was able to look better, turn heads, I could wash up without even being in the kitchen just by loading the dishwasher. It was amzing, but the strain on my life was also apparent, I needed to work more to afford to have this lifestyle. The brands exploit customers, as per your T-Shirt example. But the quality is also there. Clothing from Topman, although some people may see it as a brand is crap compared to Ted Baker (nothing Ted Baker has ever come unstitched for me), every Bush or Alba product I have ever owned ( a minor brand I know) has never lasted over 6 months as it is poorly made and there is not the quality you find in the big brands. Maybe you should let someone else live in your shoes and see if it makes them happier, my life would be good now had it not cost me so dearly. But you seem not to have financial worries, the most I ever spent on trainers was £140, and they were not Burberry Puma Trainers for certain. I am interested to see where your journey takes you, but at the same time it would interest me more if you allowed someone to live your old life and compare how you and they feel.
Hi Neil,
I feel for you and the level of stick that you seem to be coming in for...But a part of me can't help but kind of agree.
The mere fact that you have enough financial freedom that you can choose to opt out of the Brand Culture just makes me feel you're making a statement for the sake of it. While for most in the world a non brand life is the norm. The fact that you come from a fashion journalist background doesn’t really allay my fears, and just kind perpetuates this vision of you as some sort of capricious fashionista who thinks ethical living is sooo this season.
Plus trying to live a brand free life is completely impossible, as many have been deriding you for. Maybe there should have been some kind of proviso before undertaking this, such as I will live my life as brand free as possible. But then I suppose that really doesn’t make for great copy.
Plus what defines a brand, surely some could argue that Bonfire of The Brands is a brand with its own website, spokesman, video and book.
Hi there Neil
hope all is good post bonfire and that your gums are still intact after cleaning your teeth with baking soda and salt!
Anyway thought you and the commentors would enjoy this - I'm too tired to be able to make any sensible remarks other than these guys must have branding balls of steel
http://www.nypost.com/news/nationalnews/latest_buzz_is_in_a_can_nationalnews_elizabeth_wolff.htm
oops - click here for a cleaner link
Dude far frome Argentina, saw your statement. What can I say you are a terrorist, more dangerous that the ones that Bush is looking for in his Holly war.
If people fallow you it will be the end of the world as we know it quoting REM.... but thank god that people does not think and watch tv while eating a granole bar.
I am also a brand hore, but the trues is that everybody is, to be original these day you have to go against of all that is proper and correct to sociaety and even then somebody that that fact yet.
The vanguardias are dead before birth use to say and old art profesor. Thought he might be right.
A simple question, did yo burn all your stuff? Do yo have anything store, if so could you send it to me? jejeje.
Fernando from Buenos Aires
for There is a resounding desire for meaningfull freeroll tournaments in which William Hill Online Casino > players at all levels have the opportunity to compete in tournament play when the prize money is huge... but the buyin is somewhat prohibitive most.
Attention Blog Owners...!!! WARNING: A new immensely powerful viral marketing system has been released, which allows marketers to broadcast messages directly to people's desktops. Learn more about it here: homebusiness site. It pretty much covers homebusiness related stuff and it is FREE to join.
I'd rather have seen you auction off your brands for charity - just because you felt compelled to ditch it all, doesn't mean others couldn't have benefited!
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