Merde!

I have never adequately understood the shopping obsession in Sweden. What amazes me is how relentless this has thrust into the common social life, yet without awareness: to stay in tune with the ever-changing whims of the superfluously correct apparently gets the best of the locals here. When Christmas holiday season is drawing near, you could safely bet the formidable marketing force is now in high gear everywhere in the capital city.

Guess how stunned I was when I saw this clothes brand in Åhléns. Or what better name to summarize the kind of the consumer society we are living in? Merde!


Did you get it? "We are the superlative conspiracy".