For those living in the developed world, consumerism is the dominant way of life and is to a large extent, inescapable. While it is possible to live a self-sustainable lifestyle if you are located in a rural area, the all-pervasive consumer superstructure is never out of reach. Although there are a few notable success stories of inspired individuals who have managed to take themselves completely off the grid, to the rest of us such an idea seems entirely unnatural.

So here we are, caught within the advertising industry’s fixed gaze, subject to constant cultural manipulation and social interference. For the dejected cynics who cling to mordant socialist beliefs, our economic landscape is a literal war zone. For others, it’s a vivid kaleidoscope of desirable products and entertaining endorsements made by trustworthy celebrities worthy of admiration.

Most of us, hopefully, fall somewhere in between these two extremes. This article is the first in an ongoing series that aims to provide the enlightened consumer with accessible intelligence on products that are not just “cool” or “hot” but also make a positive contribution to our cultural environment.

Colors:

Brainchild of the late, great design icon Tibor Kalman, the magazine about the rest of the world is now 71 issues deep into its hypothesis of progressive globalization. Famous for its ability to provoke, Colors is a success not just because of its stylistic, image-heavy coverage of global issues, but also because the content is an extension of its parent brand: United Colors of Benetton. While this may rouse some grumbles from those who are concerned about corporations co-opting social movements, a thoughtful browse of the recent issue should put even the most paranoid mind at ease.

Throughout its production, the editors of Colors have cultivated a vision of multiculturalism on a wholly personal level. Global concerns are broken down to their most individual and human elements, giving a poetic gravity to the stories told throughout each issue’s visual narrative. Much like Benetton’s racially charged advertising campaigns of the 90’s, Colors brings a positive vision of cultural regeneration to a niche that is too often dominated by cynical chicken littles.

San Pelligrino Limonata:

Now a major global brand, the water of San Pelligrino has been a local favorite for nearly 600 years. The city spring was first popularized by Leonardo Da Vinci, who was so impressed by the water’s healing potential that he wrote a treatise on the subject. It’s only natural that with such an impressive history, the company which was founded on the San Pelligrino spring would go on to sell over 500 million units worldwide. Although San Pelligrino was acquired by Swiss food giant Nestle in 1990, its line of juice-based sodas are still stylish and delicious and have become a popular alternative to the mediocrity produced by Coke and Pepsi.

Brands like San Pelligrino are important because they bring diversity to global consumer culture. It’s quite disturbing to know that I can get a Coke in even the most remote and undeveloped areas of Africa, but it’s comforting to think that I might be able to find a Limonata.

Flor de Cana:

Nicaragua is beautiful, but very poor. While still suffering from the aftereffects of dictatorship and civil war, the country was devastated by Hurricane Mitch in 1998, leaving 20% of the population homeless. Since then Nicaragua has been working hard to rebuild its economy and basic infrastructure, such hard work surely deserves a good drink. Although Nicaraguans have been dealt a rough hand, they can always find solace in their nation’s number one brand, and the best rum going: Flor de Cana.

A lot of people become rum-skeptics after being exposed to too much low-grade white rum or overly sweet rum & cokes, what they need is a Flor de Cana on the rocks. The smooth, oaky taste will leave you breathless and thirsty for more. Beer has its place, vodka has its charm, but rum is the drink of choice for rogues and intellectuals. The thick, heady-buzz that comes from the “Cane Flower” is as inspirational as it is incendiary, and it goes down real nice with a twist of orange. Forget Bacardi and Captain Morgan, those brands are for fratboys, next time you’re in the liquor store invest in a bottle of Nicaragua’s finest.

Monster:

I once witnessed a man beat Street Fighter 2 at the highest skill level with each character, from Blanka to Zangief, in one uninterrupted sitting. That man was a peculiar genius, so naturally I rushed to the bookstore after receiving an email in which he recommended that I check out Monster. I had never read a manga before, and have yet to since, but I believe it is the only medium in which such a bizarrely dark and gripping tale like Monster could be properly told.

The story begins as Tenma, a young and gifted neurosurgeon, sacrifices the life of a prominent politician in order to save a boy who has been shot in the head. While it initially seemed like the moral choice, the boy goes on to become a inhuman sociopath, forcing Tenma to put down his scalpel and pick up a gun. Fans of spooky film noir mash- ups will not be disappointed. The 18 volume series is available at Sophia Books, or for those who don’t have the attention span requisite for reading a comic book, New Line Cinema has bought the story rights. John Olson, who wrote the film adaptation for A History of Violence is currently working on the screenplay. A neurosurgeon with a hard-boiled deathwish? We can only hope that this ends up getting the Cronenburg treatment.

The Wonderful! Design Works

WDW is everything that North American streetwear isn’t: imaginative, interesting and fun. Too many brands these days are trapped in a boring cycle of style-thieving, pop-culture regurgitation and pseudo-thuggery. The Wonderful! Design works always keeps it fresh by sticking to a simple formula: producing clean, vibrant design that conforms to a continual aesthetic and isn’t limited to any sub-culture restrictions. Next time you are in Tokyo, pop into the nearest BEAMS shop and keep an eye out for those trademark lightning bolts.

- Douglas Haddow