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tyresiasSeptember 2003 [...] Adbusters magazine started accepting orders for the Black Spot Sneaker, its own signature brand of "subversive" running shoes. After that day, no rational person could possibly believe that there is any tension between "mainsteam" and "alternative" culture. After that day, it became obvious to everyone that cultural rebellion, of the type epitomized by Adbusters magazine, is not a threat to the system - it is the system.[...]
Adbusters did not sell out, because there was nothing to sell out in the first place. Adbusters never had a revolutionary doctrine. [...]
Lasn describes the sneaker project as "a ground-breaking marketing scheme to uncool Nike. If it succeeds it will set a precedent that will revolutionize capitalism." Yet how exactly is it supposed to revolutionize capitalism? Reebok, Adidas, Puma, Vans and a half-dozen other companies have been trying to "uncool" Nike for decades. That's called marketplace competition. It is, in fact, the whole point of capitalism. [...]
Lasn defends the sneaker project against critics, pointing out that his shoes, unlike those of his rivals, will not be manufactured in "sweatshops" - although they will still be imported from Asia. This is nice. But "fair trade" and "ethical marketing" are harldy revolutionary ideas, and they certaintly represent no threat to the capitalist system. If consumers are willing to pay more for shoes made by happy workers - or for eggs laid by happy chickens - then there is money to be made in bringing these goods to market. It's a business model that has already been sucessfully exploited to great effect by The Body Shop...
Adbusters did not sell out, because there was nothing to sell out in the first place. Adbusters never had a revolutionary doctrine. [...]
Lasn describes the sneaker project as "a ground-breaking marketing scheme to uncool Nike. If it succeeds it will set a precedent that will revolutionize capitalism." Yet how exactly is it supposed to revolutionize capitalism? Reebok, Adidas, Puma, Vans and a half-dozen other companies have been trying to "uncool" Nike for decades. That's called marketplace competition. It is, in fact, the whole point of capitalism. [...]
Lasn defends the sneaker project against critics, pointing out that his shoes, unlike those of his rivals, will not be manufactured in "sweatshops" - although they will still be imported from Asia. This is nice. But "fair trade" and "ethical marketing" are harldy revolutionary ideas, and they certaintly represent no threat to the capitalist system. If consumers are willing to pay more for shoes made by happy workers - or for eggs laid by happy chickens - then there is money to be made in bringing these goods to market. It's a business model that has already been sucessfully exploited to great effect by The Body Shop...
