Consumption is a social relationship, the dominant relationship in our society-one that makes it harder and harder for people to hold together, to create community.
We are social animals and we have a hierarachical and unequal society. It is a class society, and the class system creates and perpetuates the social role of consumption. We display our class membership and solidify our class positioning in large part through money, through what we have. Consumption is a way of verifying what you have and earn.
Striving for longevity through versatility facilitates what we might call an ecological or true materialism. ... we are not truly materialist because we fail to invest deep or sacred meanings in material goods. Instead, our materialism connotes an unbounded desire to acquire followed by a throwaway mentality. True materialism could become part of a new ecological consciousness.
It is only by being exchanged that the products of labor acquire a socially uniform objectivity as values, which is distinct from their sensuously varied objectivity as articles of utility.
The history of clothing practices provides guidance for fashioning a new ethic that emphasizes quality over quantity, longevity over novelty, and versatility over specialization. With such an ethic, consumers would demand a shift toward more timeless design, away from fast-moving trends. Clothes could become more versatile in terms of what they can be used for, their ability to fit differently shaped bodies and to be altered.
