An incident with a Ralph Lauren shirt that was about to be thrown away
Sherry Roth
May 19, 2015
I'm only 16, but I'm at an age where everyone around me is into brands. And so am I. • That's why it's important for me to tell you: Don't lose your head in the mall... neither you nor your children • Almog Lizerowitz on the 'brand' craze that starts in first grade
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This happened last Saturday. As on all Shabbats, I went to have a second meal with my dear neighbors. We did Kiddush, washing of hands, "Hamotzi" - and we started the meal. The food was wonderful, and as with every meal, there was talk and stories about the past week. And also a little about the week to come.In the midst of the lively conversation, the mother of the family looked at the Ralph Lauren polo shirt her 6-year-old son was wearing (she didn't know what brand it was, of course), which she had received from her American aunt, and said: "I don't really like this shirt.".I looked at the colorful striped shirt and suddenly saw the shirt's logo. I called out my mother's name and said to her, "You know, the logo on this shirt is 'Polo Ralph Lauren.'".She asked in surprise: "What is this?"I explained to her about the brand, which has a store in Kikar Hamedina and costs, if I'm not mistaken, 600 shekels for a children's shirt. If not more!She asked me if it was considered more "from Tommy Hilfiger". I told her yes... But I didn't come here to write about the level of prestige and esteem of brands. The point is that in the moment the shirt that was about to be thrown away or given away, suddenly she liked it and she was really excited about it (you could see it in her eyes that were shining).The shirt that a second ago was a candidate for "expulsion" from the house, instantly became beautiful and dignified, when the mother commented to her son: "Did you hear what Almog said? It's a very expensive shirt from a reputable brand, so don't get it dirty with tuna oil now.".She told me that she received many more shirts like this, even for her one-year-old baby (she was really overjoyed!).Brands, brandsWhy do we as a society need brands? In my humble opinion I have an answer, and don't forget that I am "the one with the answer"...In the ultra-Orthodox world, brand consumption is considered relatively new, compared to the secular sector, where it had existed for many years.This week, an ultra-Orthodox member of my Facebook page posted that she bought her daughter some beautiful clothes in kindergarten - and she told her: "Mom, if it's not a brand - I don't wear it.". I tried to understand: What really motivates us to spend our best money on brands? In my opinion, it's a kind of social pressure, to feel special through a brand.The brands in the beginning were very expensive. Not like today, where there are also cheaper brands like "American Eagle" and the like. We are surrounded by brands all day long, and the Haredim are also influenced by modernization, to the point that today even in Bnei Brak and all the Haredi areas there are many brand stores.Don't get me wrong: I'm not saying that brands are bad. That would be hypocritical. I buy brands myself. I do think it's bad to only buy brands, or to buy only brands for young children. I recommend to you parents (it may seem a little funny to you that I recommend it to you, because I am only 16 years old, but on the other hand I am closer to your children's age, and hence understand their hearts and minds): do not buy brand names for small children. I'm not saying that it's not nice here and there, especially now, leading up to Shavuot, but you should understand: I remember myself in first or second grade arguing with other kids in class during recess about why they bought this brand and this watch, and then bought a less reputable brand. Have you ever thought about explaining to children what a brand is and what it means? I'm sure not. So maybe it's time to tell the truth: We buy a brand solely because of the symbol. It's worth explaining to children that the fact that they wear this brand does not make them someone more respected than the friend without the brand. Don't be ashamed to say it. So maybe I'm really only 16, but I'm at an age where everyone around me is into brands - and so am I. That's why it's important not to lose our sense of direction in the mall... neither we nor our children. We need to know how to put ourselves in someone's shoes, and sometimes know how to suppress our instincts when buying. Take what I wrote as some food for thought.
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