If you take a look in my closet you will quickly see that it is filled with brand names. In adolescence I thought that my identify was defined by what I wore. Even now I feel like I have an easier time being accepted with my Gap jeans on and my Club Monaco shirt. I am all for that boost in self-confidence. It also means that the marketers are doing their job... and doing it well.
Having said that I no longer go out and spend $70 on a pair of jeans. I now go down to Value Village and see what I can find. Spend a fraction of the price getting it second hand and still feel like I fit in. Someone else's trash is another person's treasure.
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