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Brandishing brands is the name of the game

“Yes dad, that’s right. People are foolish to waste money on big brands, one can buy the same t-shirt at the local shop for Rs. 200”. That’s how an argument ended with my dad on the phone, following my purchase of an expensive branded t-shirt.

The number of international brands flooding Indian markets everyday is mind-boggling. Earlier on, only a few had the privilege to get branded stuff through a relative coming from abroad or if they were lucky and had the opportunity to go abroad themselves.

Now you don’t have to wait in long queues outside embassies to travel abroad or be super rich to see something extraordinary. All you have to do is step in a local mall where lists of international brands are displayed at every possible visible corner.

This phenomenon has brought in a new paradigm, giving birth to fresh mindsets. Largely consisting of the ones who buy only things of known brands as these are now easily available and the ones who could care less of what they wear.

Surely now the question arises why does one splurge on something such as a branded cloth which is five times costlier than the similar stuff available in a store in close vicinity of the mall.

What makes one shell out those extra bucks? Are we getting a premium product? Is it going to change the way we do things? An argument in the mind starts, “What am I really paying for? The material certainly doesn’t feel different; the quality may be better but not out of the sky. We try to reason out with ourselves thinking; it’s such a big store, an international brand & fashionable.

Why all this baloney?

May be the only reason why one purchases a brand is because of the way it makes one feel. As humans we tend to make judgments based on appearances. This holds true for more than large part of the population. Now for instance the ones who don’t care of what brand they wear as long as they are wearing something. They fall in a similar trap. It’s only in their head that they don’t care what people think of what they wear. They think people who spend money on such expensive brands are stupid and illogical. They say that such people only wear such dresses or shoes or glasses merely to show off.

If only both sides were cleared once and for all of what they both are. A person who doesn’t bother wearing branded thinks he is above all and no one can control him, he makes his own choices, but let me tell you that some businesses have been created especially to cater that type of clientele. These businessmen have decided what people of that mindset will want to wear. They are definitely not much different from the ones who splurge. Cause another set of business is thriving on people who want to be seen wearing the latest and trendiest.
At the end of the day there are a few who want to be known for their labels and style & others who care less.

Now surely what you wear won’t change you as a person but will make sure that the way you feel is comfortable and in your own skin. I guess it’s a battle for that only…

By Paul Syng

PSD is a multi-disciplinary design practice based in Toronto. The studio focuses on a problem-solving approach that can take any form or function.