Bonfire of The Brands
Brand addict torches his gear.
Neil Boorman, former editor of Sleazenation and man behind the legendary 333 nightclub, is behind an elaborate book/burning project. The Bonfire Of The Brand is the title of a book Neil is currently writing, due to be published in 2007. A self-confessed brand addict, Neil is trying to overcome his dependency and in August 2006 plans to burn all of his branded goods in a massive bonfire. He's been sharing his experiences in his blog since March.
"It's the adverts that started to crank up my sense of claustrophobia," he tells us. "Now that I have begun to notice them, I cannot ignore them and spot brands everywhere I look." Neil also addresses Puma's cultural imperialism, shares his disgust of Heathrow Departure Lounge and the brand assaults he's suffered on his way to Virginia, USA, where Neil is currently getting on with some writing (paid for we presume by publishers Canongate).
After a brand he "cannot name" read his blog, Neil claims that he was summoned to their offices where under questioning from people in the press office (honest), he felt like "a Catholic standing up in the middle of church to declare that I was a Jew'. There's a great rant about shopping bags, Mike E Skinner and Reebok, Puma (they got very upset Neil says) and, just to get him in practice, he's already burnt a pair of Adidas trainers (there's a funny photo). Sign-up for updates and get some insight into the damage this man feels - branded since birth, just like the rest of us. The Bonfire takes place on August 26 after which Neil will continue to strive for a brand-free existence and publish his diary in book form.
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That's what they said when the KLF burned a million quid - it's art, innit.
need to sort out these comment boxes, don't we.
used to love Sleazenation.. is it still around?
need to sort out these comment boxes, don't we.
Fixed now 
Wonder if he's torching any rare deadstock. Should sell it really, give the proceds to charity and burn some dutty fakes from the bay instead
Hey
I am tempted to burn some tat and kee/ sell the best stuff, as there is loads of deadstock... Nike MegaFlames being the most prized pair. But is all has to go.
The standard response to this project is always: you moaning liberal wanker, why not give it to charity or just count your blessings seeing as half the worl'd starving etc etc. its a fair point, but i'm not going to rasie awareness (to anyone who cares) about our addiction to brands by dropping the lot off to the local Marie Curie Cancer Care.
Anyway, if anyone's near Selfridges on the bank holiday Monday of August, keep an eye open for the bonfire and maybe you can rescue the odd Vuitton bag from the blaze.
Neil.
good response?
raising awareness? or raising ego?
i'd put my money on the latter, but im not a gambling man. it would do a whole lot better to help some people out that could benefit from the cash. rather than try to make a scene in central london on a busy day. how lame.
just a quick Q. what other branded goods have you given up?
food?
sanitary products?
tv?
electronics?
electricity even?
your a tit. not gonna change a thing but your petty ego.
better learn how to make shelter, grow your own food. no point in just doing it half hearted.
T
Wow. That's some rant. Having been swallowed whole by Hong Kong, brand claustrophobia is something that I currently identify with. Oh, yeah, that and working for one of the biggest brands in the world.
The cynic in me says the KLF went there and did that, and I wonder if they regret burning all that hard cash? Equally, there is a book coming out next year so big old publicity?
However, to the point Mr Boorman made, giving it all to a charity would raise no awareness on the scale that this has done and, quite frankly, I think you're the one being a bit of a cock - perhaps you are missing the point? Perhaps you should ask him what his long term goal is? The old cynic raising up in me again wonders if you had at one time been a freelancer for Sleaze and maybe you never got the big gig? Or did he just not hire you?
Don't be so bitter and twisted. What are you doing that rocks the world so much?
making the next super brand
Interesting concept, but doesn't it seem a bit wrong to burn all this stuff when there are people out there who haven't got a pair of shoes to call their own?