no hablo capitalism
So no matter how many times I may have nodded emphatically during reading no logo, how many back issues I have of adbusters in boxes on my shelves, how loud I protest at the starbucks “epidemic” (spreading through the city like some highly contagious incurable disease) And the mcdonalds plague (food that’s unbelievably bad for you, served by people who aren’t only low paid, but who aren’t allowed to join unions? Can you say.. evil?!!!).
No matter how much my friends and I will smugly assert that public transport is more ethical than having a car (like any of us could afford to have a car or find a place to park it in this city anyways??) and I buy my coffee and organic vegetables fair-trade whenever I can and…blah blah blah blah blah blah
I am still at heart a…. (excuse my language those who are faint of heart) capitalist. (I can hear my socialist grandparents turning in their graves) In
America
, where I was born and raised, its quite difficult to be any other way. You are taught from a very early age that stuff is good, more stuff is better. When I was little, there were regular fights between me and the boys across the street, over who had more toys, better toys, newer toys.
My mum had given birth to me just as her biological clock was winding down. She had struggled so hard to have a child. Sometimes I think she was so delighted at the mere existence of me, that she couldn’t help but spoil me a little and then.. .a little more than little. By age twelve I was already very clear on the concept that credit cards were great because you got to really pay later. My father was constantly working, he made more money than his parents did combined. When he had some time on the weekend he bought me pretty much whatever I asked for. The word “no “ is not one I remember hearing from him.
At age seventeen I moved to
London
, I was still on an allowance as my parents didn’t want me to work while I was studying. Meanwhile the majority of students in the postgraduate course I was on were scraping by on student loans, having no idea how and when they would pay tuition fees (and yet always seemed to have the money for another round at our local..). If I did end up going shopping on the weekend, afterwards I felt a little embarrassed. If I bought two new tops I would wear the first to college, waiting months before wearing the second.
Fresh out of college I got my first job. I had never lived on so little money. Shopping was out of the question. There was often a toss up between going out or eating. (Eating was generally a distant second.) The bookstore I worked at then was rarely busy. We mostly had books on design, but there was the odd title about branding and related sociological matters. You weren’t supposed to read when you were working, but of course I did. I got bored of looking at the pictures in the expensive coffee table books we sold. I was very curious about these books on branding and globalisation.
I began to educate myself about the imbalance between the western world and the rest of the world. I began to understand how very wrong it all was. I know how naïve that sounds, but for me it was enlightening. I started to delight a lot less in the idea of retail therapy. I started to think a great deal more about where these products I was buying were coming from, and the processes it took to bring them here.
But then my neighbourhood makes living this way fairly easy. At present there are no big brand stores or chains in the immediate area. I am closer to a small health food shop than a super market (and there is an open air produce market once a week). All of the clothing stores nearby are boutique or vintage. None of the restaurants are part of chains. It actually takes more effort for me to support big businesses than small ones. …But all of this is about to change…………………….
For the past year a new development has been edging its way forward. The very idea of its existence caused great controversy from the start. Half of what was the famous spitalfields market (then housing small local businesses) was sold off to form ..(DUN DUN DUUUUNNNN!…) a shopping centre. Oh hell I’m American I’ll even use that word… A MALL!!!! A MALL at the perimeter of an area that thrives on alternative culture and feigns anti-establishment with every over caffeinated breath.
However, on the other side of this building site lies the financial district. City professionals who fear crossing the invisible borders that divide their chain pubs and wine bars from the multimedia drinking dens on the other side. I’m sure those suits would be quite keen to have a shopping centre they could dash into at their lunch breaks. Can you hear me sneering?
I have hated the idea of this development as soon as it began. I have signed petitions against its planning permission and have stared at it darkly as it came closer to being completed. And then a couple weeks ago the shop signs began appearing. The first one facing the street looked familiar. Gingerly I walked up closer to it. I recognized the logo and let out a small inaudible gasp. It just happened to be my favourite patisserie in soho.
I was first confused by this as I never thought they could be a chain, then elated at the idea of the perfect french confections that would be quick jaunt from my door, then embarrassed at this very elation.. I have complained about how this MALL will destroy the area to anyone who will listen. Anxiously I began mentally back pedalling. I could still be against this MALL. I would just make an exception for Patisserie Valerie. After all they’re French, they’re authentic, they’re…. NOT starbucks!!! But as for the rest of this horrible destruction of the REAL historical market, that was there before this evil palace of consumerism. I have no time for it…
Today when I passed the development in the morning, I smiled at my soon to be favourite local patisserie, and on a facing window I noticed another new sign…BENEFIT . For those that don’t know, benefit is only the cutest most politically friendly (and marketing saavy) make-up brand, formed by a sharp set of forward thinking women in
San Francisco
. A sizable percentage of all of their profits go to Aids and Breast cancer charities, they don’t test on animals, and I adore their products. A Benefit store in my own neighbourhood! Next to my favourite patisserie!! and all in my own…local…MALL…
Oh god..
Excuse me…. I’ve got to go read No Logo again.



























