Twelve steps to a brand-free life

Twelve steps to a brand-free life.

Neil Boorman’s first step was to burn all his branded possessions, something he did in London in September 2006.

My anxiety reached a climax when I caught myself inventing excuses to escape the office to shop. And the credit card bills – listing a who’s who of luxury brands – amounted to more than £20,000. I checked myself into therapy aged 31.

£20,000, that’s about $45,000 Australian dollars. That’s definitely the “check into therapy” benchmark.

I have struggled to live my life brand-free ever since. I buy clothes from army surplus, my food from markets. There is no TV or DVD player in the flat. Despite the best will in the world, it’s an almost impossible life to lead. Chain stores dominate the high street. Billboards cover the streets. Advertising litters the television, radio, magazines and the web.

Of course the brand bombardment starts before you even leave the house. How about branded household and kitchen appliances, computers, stereos, phones and mobiles, and even bath towels.