Monday, September 9, 2013

Dream 22: Branded

I was browsing the Ralph Lauren store, searching for some dress shirts and sweaters to wear to my new job in the upcoming Fall and Winter months. I entered the "New Arrivals" section of the Men's department, and featured front and center on the shirt rack---to be the first item beheld by any visitor---was this pink atrocity that I felt compelled to investigate further, up close, if only to convince myself that it actually was for sale.

I held in my hands what I reasoned was a bathing suit: first of all, this article of clothing was so flashy, so colorful, that its dimensions and overall shape were obscured, confused; if it even was a bathing suit, I was not sure which part of the trunk I was holding...the leg, or the waist? Secondly, it was too ugly to have been any other type of clothing one wears out in public. I thought, only bathing suits get away with patterns this busy and obnoxious.

I soon found that the article could be unfolded, and doing so I discovered that in my hands was a standard pink long-sleeve button down-men's shirt, which had been covered all over by the embroidery of a handful of circular consumer logos that typically signify either social status or capitalism. Here is a fairly-true-to-memory mockup of the shirt that I was now appreciating, with wonder, in full view:

The first thought that came to mind was, "This is fucking atrocious...who would buy this? Who would sell this? Oh, of course, Ralph Lauren would." Then, almost instantly after, I started to admire and desire the shirt: "Actually, I could see myself wearing this...yeah, it's cool! I like it! I want it! I must have it."