Early Reviewers

What do you do when you wake up and realise that your life has been an empty pursuit of the superficial and the trend-driven? That your identity and value systems are based upon a brand hierarchy of your own creation? On 17th September 2006, in Finsbury Square, East London, Neil Boorman burnt all his branded items. The ones that wouldn't burn, he destroyed with a sledgehammer. The event was the culmination of a long process of self-examination, and of the brand-dominated world in which we live, recorded in a popular and controversial blog online. As a product of a generation that has been sold to since birth Neil examines the social, historical, economic and psychological ways in which brands have gripped our society, as well as documenting his personal trials and tribulations as he tries to live a life without brands. How will he cope without a hit of his Crackberry?Will he feel naked without his Nike, Gucci, and, of course, Marlboro?How do you make our own toothpaste? This edition includes a new chapter on how to raise a child without brands.