I am rebelling against Nike and Ralph Lauren, ad nauseum, for tagging and marketing everything that people wear. I am proud to wear a sportkilt logo and advertise their not-mass marketed product (and will be prouder still with a USAkilt logo, because I met those folks this weekend.)
The battle today is for individualism in a commercial, conformist and shallow society. I am kilted and mostly free from conspicuous consumerism.
And you may ask yourself, Well how did I get here?
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