I’ve just ‘treated’ myself to this year’s Lacoste polo shirt. I buy one each year, and never one to neglect good value, I always buy from the outlet shop which I’m fortunate to have five miles down the road. The outrageous for the merely pricey; last year’s colours, but who cares?
I like this item because the colours are much more appealing than the dull navy-blues, maroons and taupes that one finds in British shops. I don’t know how they do it, but the French seem to have an eye for just the right shades. These polos are 100% cotton, they last well, too, and for me are a nod to a certain kind of Euro-chic that brings back memories of happy times – for they seem to be as close as continental men come to a summer uniform. It’s the only item of outwardly-branded clothing that I will wear.
But what they don’t do on the continent, it seems, is make a social statement, which is the main purpose of wearing brands in Britain. I haven’t come across anywhere else where using the ‘right’ brand supposedly makes you a superior person – or where a certain sector of society has needed to adopt certain brands (think Burberry) as a counter-statement. While there is definitely respect for quality, I just don’t get the impression that the continentals attach social status or exclusivity to them in the way the British do. What we are seeing here is yet another expression of Britain’s still class-bound society, that just doesn’t seem to exist in quite the same way elsewhere in Europe.
One might argue that it doesn’t matter too much when it comes to a polo shirt. But it seems there is nothing that the British will not misappropriate in order to make a class statement. The latest is eco-credentials. I have got into the habit of buying Enki magazine, a new-ish interiors thing, which is full of floaty, scandi-blond cool flaunting the ultra-eco-chic that is definitely to-die-for – with the death in question coming to the bank account of anyone who isn’t a fully-subscribed member of The One Percent. It portrays a very appealing lifestyle, with a generous side-helping of clear conscience, flaunts products gorgeous in every way except the price tag.
What’s more, a planning application has just gone in to build such a property in the grounds of the large house next door. I’ll be excited to see it go up (they are nice people who are building it), should it survive local conservatism and Britain’s sclerotic planning process. What bothers me about this is not the ideal (let alone the aesthetic, which really is lovely) – but the fact that sustainability is being turned into just another ultra-expensive fashion accessory for the very privileged.
A week ago, I sat opposite regional executives of the national conglomerate that is going to build a new housing development on the edge of our historic town. Given that it was forced upon us, we are trying to ensure that it is as positive a thing as possible. We presented them with a vision for an eco-friendly, contemporary-styled new quarter for the town, complete with ideas for renewable energy, water recycling, passive solar heating and reduced car use. I hope I’m wrong, but the expressions on their faces suggested that we are not going to get it.
So we see a situation where the wealthy can blow vast budgets (as several have in this neighbourhood recently) buying the latest in earth-friendliness, but when it comes to providing the same for the mere mortals who buy mass-produced housing, what is on offer is the same boring, resource hungry boxes, where the nearest thing to sustainability is a power lead to the garage to allow the owner-to retro-fit a charging point for an electric car if they wish, before they drive out and add to the local congestion. At the end of the day, it seems the bonuses of the executives of such companies trump the need to address the green agenda on a mass (and hence more cost-effective) basis.
And so something that ought now to be delivered as an essential to the whole population has become a cachet-statement for the small elite who can afford domestic geothermal heating systems and smart energy management tech in their minimalist weekend homes in Suffolk. I wouldn’t mind a bet that some of those executive bonuses in the construction industry are being used to install just such systems in their own homes.
Yet again deeply embedded British social attitudes conspire to maintain not only material but also attitudinal differences between the haves and the have nots, even when it comes to something that should be as egalitarian and universal as the green agenda. Unfortunately, despite the easy-living ethos of Enki, this is morality for the very wealthy.
Sprezzatura is all about the good things in life – of which I consider green living to be one. But its aspiration is democratic. This kind of elitism it most certainly does not support, and I’m heartily tired of the way our society misuses such things as statements of social superiority. For all our protestations of equality, this is still a nation deeply divided not only by its £2000 boiling-water taps – but more profoundly by the snobbery that misappropriates them.
And yes, I know 100% cotton polo shirts are ecologically-dubious too…