burning brands for identity’s sake

London based journalist and club darling Neil Boorman has gone all KLF on us. In a quest to rediscover his identity, he’s burning all his branded belongings. By taking Lacanian action, Boorman hopes to rekindle sense of self.

In throwing down the chains of corporate hallmarks, the Boorman’s blog says: “On 26.08.06, I am going to gather every branded possession of mine into a warehouse, douse them with petrol and burn the lot. Jacobson chairs, Christian Dior shirts, a Louis Vuitton bag”. Maybe then, this insurgent will continue to campaign for the death of brands on a global scale?

Bonfire of the Brands