necessity is the new guilt
Posted in Uncategorized on August 31st, 2009Tags: buying in, honda, indie, locavores, rob walker, trader joe's
Back in June when book promo was in full swing, I did a number of radio interviews, and at one of them, I mentioned something about coming into the studio wearing a dress I bought on Etsy. The show host then asked me if it meant I was “all indie all the time”, to which I replied, “no, I drive a Honda.”
As I re-read my way through Rob Walker’s Buying In (I’m teaching it in one of my courses this semester), I’m reminded again about this odd dichotomy of identifying ourselves so strongly with things we buy, wear, and even drive, yet feeling a core aversion to associating ourselves with corporate brands. As a person who’s become associated in my teeny, tiny way with indie, being asked by a radio host about my buying habits was disconcerting. Sure, I buy things from Etsy when I can afford them, but most of my clothes come from H&M, or the occasional JCrew sweater (Jcrew offers teachers a 15% discount, did you know?), jeans from my beloved Slash in Berkeley, or something from Anthropologie. And that last one is troubling because I totally hammer Urban Outfitters in the book for ripping off indie designers, but Anthropologie is, of course, owned by the same company (which itself is owned by a notorious conservative… see chapter 10). Yet Anthropologie is one of the few places where someone who is (a) almost six feet tall, (b) not shaped like a pencil, (c) too old for teen wear and (d) doesn’t want to look like a drone can find reasonably stylish things. They also have a store in the East Bay, which is nice because I loathe shopping in San Francisco’s mega downtown malls. Most vintage doesn’t fit me — aside from Julia Child there were very few women built like me in the past — and I have a job where I can’t wear crafty tee shirts and hoodies and old jeans to work, so my sartorial options are limited. Also, I can’t sew, don’t craft, and have zero desire to do either. I have to buy clothes somewhere, but boutiques with stuff by local, independent designers are staggeringly expensive and typically only run up to size 6 or 8 at the most. And it’s thus that choices about how we look and who we are are sometimes made for us.
Walker talks in Buying In about this conundrum when it comes to Converse. We all know Converse is owned by Nike, yet many of us continue wearing Chucks because we have fond associations with them from punk days of the past, in spite of having pretty negative perceptions of Nike as a company. So Chucks came to represent an alternative to big bad Nike, and we imagined our idols running around in the same shoes we were wearing. Yet if you look closely at the first Ramones album, you’ll notice, as Walker points out, that they’re not wearing cool counter-cultural Chucks — they’re wearing Keds.
I bought a Honda Fit in 2007, because I needed a car that I could drive for at least ten years (buying your first new car at 36 means you’ve had time to grow into the understanding that you won’t be able to afford to buy another new car for a very long time). It had to be warantied, get good mileage, and have just enough room for tall me and schlepping stuff around. So I looked online and researched which subcompacts fit my criteria and had good safety features, and the Fit won. Also, frankly it looks cool, and has cool design elements like fold down seats that can be configured to fit three huge Ikea boxes or a surfboard or a bike. Soon after, two friends of mine also bought Fits, partially on my recommendation. But unlike the hipster, techno music loving youngsters Fits were being pitched to in ads, my friends and I are all twenty/thirtyish feminists involved in independent arts (these two women used to co-own a gallery/cafe), we’re all in long-term relationships, and both of them have babies (including Jen’s brand new arrival, Ginger. Jen’s Fit came before Ginger, but you get the point). 90% of the Fits I see driven around the Bay Area are not being driven by hipster, techno loving youngsters, they’re being driven by 30-50 somethings. Old farts like myself are pragmatic, but we still want to be, you know, coolish.
I’ll be honest: I love my car, and I know I buy clothes from evil corporations but I don’t feel brainwashed — when I go to the dealer for servicing, I don’t feel temped to buy the Honda seat covers, travel mugs, and car bras they have on displays. I try to balance buying clothes from corporations by buying music and art from independent artists. I suppose that radio host expected me to say I drive a veggie oil car and only eat locally sourced food and only watch independent films and don’t own a TV. All of those choices are excellent ones that I support, but the fact of the matter is that I am just as much of a consumer of corporate made goods and mainstream entertainment as anyone else. This morning, I heard a woman on NPR talking about how she can’t afford to shop at the farmer’s market anymore because prices have become so high there, and in some ways living independently is the same. It’s expensive, and at a time when my employers are squeezing the students, staff and faculty, sometimes I have to go for the Trader Joe’s canned tomatoes instead of the organic heirloom ones. Maybe that’s less independent, but it’s an act of necessity. And perhaps one necessity is really the new guilt.
