Live without more

Win a pair of Comoditi jeans! To enter, first 'Like' our Facebook page. Then in the comments below; name and shame a mate who'd wear jeans like in the picture. The more mates you name, the more entries and chances you have of winning. If you can back it up with a picture you get an additional 5 entries. Competition closes May 31st. Winners will be selected at random.

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Jeans have come a long way - from a workers uniform symbol to symbol of youth rebellion fashion statement, they definitely mark the culture of the last 140 years. We can thank it to Jacob David and Levi Strauss who created the first pair of jeans after being asked to produce a pair of sturdy pants that could resist hard work. Jeans are actually made out of denim - a highly durable material made from cotton, and that is why they were used by people that needed clothes that would last long. However, jeans have evolved in the last years...

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A core principle of society is that in order to maximise our welfare, we must thereby maximise individual freedom. We maximise freedom by maximising choices. Therefore, life is a matter of choice. However, as the number of choices increase, as it has in our consumer culture, a number of negative aspects of having a multitude of options arise too. As the number of choices grow, the negative aspects escalate until we become overloaded. At this point, choice no longer liberates, but drains us. Think about the process of buying a new pair of jeans - what’s the best option for you? slim fit? straight fit?...

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Let’s go back to Disney movies for a second: We all watched Aladdin - a poor boy discovers a magic lamp in a secret cave. He rubs the lamp and releases a terrifying but powerful genius - The Genie of the Lamp. This Genie grants Aladdin many wishes - rich food, embroidered clothes, fine horses, gold, etc. which were the variables Aladdin thought he needed to be happy according to the society he lived in. Exactly like Aladdin, we all wish for expensive cars, big beautiful houses and stylish watches - the synonyms of success in modern western societies. But why does the...

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Consumerism is hard to explain when it is the ocean and we are the plankton. Humans are social animals, we evolved in small groups which means one of our greatest motivations is to show off our status. In a capitalist economy, we do so by buying products, way too many products.  Fashion is consumerisms favourite child - a keen purveyor of the 'newness' mechanism. A trait fashion brands jump on by convincing the consumer that they are simply not cool unless they keep up with the latest 'look' every six months. Comoditi’s outlook is the opposite - we believe in...

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