ISSUE 004 is a critique of consumer behavior and marketing practices of the fashion industry.

Every time we buy garments with a logos and wear them, we become free advertising for brands and increase their social capital, which, in turn, leads to financial gain. In a sense, we become walking fliers and billboards, quite literally at our own expense. It’s a rip-off.

On the flip side, choosing to wear certain brands helps us express our identities by using the value set subconsciously associated with their logos. Subconscious connections like these are a major contributing factor when it comes to our day-to-day social interactions and community building. Like a uniform, the garments emblazoned by logos demonstrate our allegiance to certain cultures, ideologies, and social groups, giving us a sense of belonging and connection that we need as human beings.

But it’s up to you to determine if there is any value in that.