The Bonfire Of The Brands Went Down

For your daily infusion of idiotic anti-capitalism, we present this video of the Bonfire of the Brands — an August 8th anti-corporate conflagration conducted by Neil Boorman, who we wrote about in May.

Boorman claims that he was hooked, lined and sinkered by claims that logoed t-shirts would make his life better. To a reasonable outside observer, this just betrays him as a buffoon. But hey, who are we to judge someone who cavalierly admits themselves to be an introspectionless automaton?

As he said in May, “For all the time and money I have devoted to collecting these brands, these symbols of self, I have absolutely no idea who I am. For every new material extension of my character, I become more distant from the person than I really am.”

Perhaps the answer to that is “exhibitionist twit.” You’ll have to forgive us for finding this sort of spectacle far more shallow than consumerism itself.

But props to Boorman for burning it all with a flamethrower. Now that’s good showmanship.