‘Coolness’ Comes With A Price Tag
When Tickle Me Elmo and Tamagotchi swept through the nation, we teenagers were stunned as to what made them so popular. Yet, we stand here unaware of a similarly contagious obsession that is invading our schools.
Although some would not like to admit they are part of the increasing trend, there are many out there who promote free advertising for Tommy Hilfiger, Calvin Klein, Ralph Lauren, Nike and many others.
And even if you don’t happen to look as though you have jumped off the pages of a magazine, you have at least witnessed the effects throughout our generation.
Why is this happening? What makes a maroon Abercrombie shirt better than a Hanes?
Some teenagers, such as Chris Johnson, said, “the clothes have more comfort and better quality.”
Another student, Maija Newell, said, “Sometimes they are better quality, but most of the time it is just the `cool’ thing to do.”
Although so many public-school kids object to uniforms, we might as well have them - with a corporate name brand across the chest.
It’s voluntary conformism. By fitting in and wearing the same thing as everyone else, we don’t have to worry about being different. It provides kids with a sense of comfort, and confidence.
Many teenagers said they feel better about themselves when accessorized in name-brand clothes.
Still, the intangible “coolness” factor plays into this as well.
Parents hear it all the time. “Why do you want that particular shirt?” “Because it’s what all the cool kids are wearing.”
In a society that judges people more by their outsides than what’s found inside, students have been left with no choice.
A designer label represents more than a name; it provides others with a message of who you are and where you stand.
Of course, it’s obvious isn’t it? If you are wearing an Old Navy coat then you are so much cooler than the person next to you in a plain gray T-shirt.
It’s an epidemic. Will it ever go away? Probably not.
At least we know some people are benefiting - Tommy, Calvin and Ralph.