I spent at least $10 in gas driving around in my attempt to save at least $10 on mid-weight winter coats for my twins. The local population here seems to go from sweatshirts to puffy quilted tundra wear, but like the Eskimos who supposedly have a bunch of words for snow, Minnesotans have outerwear for every 20-degree increment. I want the 30-50 degree type. Having exhausted two thrift stores, Kohl's and Target, I found only one suitable specimen at Old Navy, but it was $35. I'm supposed to spend $70 on jackets for boys who will outgrow them within 70 days? Last stop, local mall.
A smiling train against a bright orange background caught my eye, which was otherwise peeled for 3T labels on the base of hangers clad with jackets in JCPenney's toddler section. I held the orange long-sleeved Thomas the Tank Engine t-shirt in my hands, and looked right through it to how Oliver's face when I would give him the t-shirt. My transportation-enamored boy would beam, run into my arms to hold the shirt, and exclaim, "Twain! Twain!" He would love me a little bit extra.
I wanted the shirt.
But I shop as rarely as possible, almost exclusively for function and quality, and actively avoid corporate images. My boys have assorted Thomas, Blues Clues, and Spiderman stuff received as gifts or hand-me-downs, but I have never purchased a corporate image on their shoes or clothing. But this orange smiling Thomas challenged my admittedly ineffectual childhood marketing resistance movement. The shirt was $7.99, on sale from $14.99, but I'd have to buy one for Wesley, too, so I'd be in for $15.98. Would Oliver's joy be worth spending $15.98? The voice in my head analyzed the t-shirt with a very harsh tone. A corporation has screened an image onto a piece of fabric, and shaped the fabric into a T. They want you to pay for the image, despite no need for that which carries it. They want you to teach your children to experience joy in owning and consuming corporate images. They want you to believe you'll feel loved when your child approves of your shopping. Heading out to buy coats and then impulse-purchasing luxury items is exactly what the capitalists want you to do.
Deconstructed into a melted pool of faulty assumptions, I hung the shirt back in its place and moved on. No coats at JCPenney, either, but there were two at Sears. $17.40 is expensive by my standards, but they were high quality and unadorned -- in fact, notably higher quality than the ones emblazoned with Thomas or Spiderman. $34.80 plus tax, and my fast-growing boys are well-clothed again, if only for the short run. Just for fun, I let my inner postmodernist take a shot. The coats are brightly colored, decent fabric, and will keep the boys warm. Their current coats have become midrif-revealing; they really do need new ones. Real needs can't be deconstructed away. Shopping, as well as the capitalist efficiency that brings us mass quantitites of quality goods, does have its place.
My favorite section of The Communist Manifesto is this: "All that is solid melts into air, all that is holy is profaned, and man is at last compelled to face with sober senses his real condition of life and his relations with his kind. The need of a constantly expanding market for its products chases the bourgeoisie over the entire surface of the globe. It must nestle everywhere, settle everywhere, establish connections everywhere." The beast came chasing after me, and I won.
As I write these words, though, a full day after shopping, I'm still picturing Thomas' smiling face against a bright orange background. Good thing my college is built around a railroad; I'll take Ollie to see the real deal.
