I was talking to a girl the other day, who threw in a line about her partner "lovin' his labels", referring to, I assume, designer logos on clothes. I was a bit dismissive of this, telling her I had no such pretensions, and I had far more depth, unaffected as I was by the lure of having Giorgio Moroder sewn to my lapel or Jean Claude van Damme on my jeans. I would wear whatever I liked, and would be more likely not buy something, rather than saunter around giving some poncy fashion house the benefit of MY free advertising.
I wandered off feeling very superior and sat with a smug grin on my face for about a week.
Until someone left a comment under a Facebook photo of mine, and I had to reconsider.
It said "sponsored by Berghaus"
I realised that I actually do buy brands consistently. Not necessarily 'designers', but I do get it into my head that if I'm buying something in a category such as outerwear I do always opt for the same manufacturer.
The above four pairs of shoes, all in current rotation, are all mine (note my spectacular diversity of style, fashion-watchers). I bought three of them and they're all Clark's. Not exactly the height of haute couture, but I always buy Clark's Gore-Tex shoes. Because they keep my feet dry. The other pair are Timberlands, light as a feather, but as useless as sandals at keeping the water out. (Yes, I do have a pair of sandals. Yes, they are made by Clark's).
I'm starting to think this has always been with me. Until I was about thirty, I wouldn't wear any other jeans than Levi's. Then I was bought a pair of Diesels and liked them better. I haven't really switched loyalty, as I no longer really wear jeans. My fondness for Leiderhosen MUST BE REALISED!
So what about you, 21st century consumers? Are you as shallow as me?