> Something about the whole thing always registered to me as, like, lame—too normcore, too boring, perhaps even too cheugy to an informed and taste-driven millennial ur-consumer like me. The kinds of brands I like to buy aren’t what they sell at Costco Good example of how people can build identities through their brand choices and purchasing habits. It’s a foreign concept for many of us who seek out the best product…
Nobody is going to come to your funeral and tearfully wail that you had fabulous taste in handbags. Brands may serve as camouflage when you're trying to conform, but conforming is not an identity. Your identity is based on what you create, not what you consume.
Just an observation. My computer bag is older than most of my coworkers.