The problems many of us face when thinking about consumerism and the way advertising can suck us into spending hundreds of pounds on a things we do not really need, is that at some point, we manage to convince ourselves that everything is ok and we should just “get over it”.

It is with this in mind that as we sit at our laptops, wearing our designer knitwear, branded t-shirts, drinking our Starbucks coffee and eating fast food whilst thinking about our fast cars and far-flung holidays contemplating how very shallow we must seem to the generations that have preceded us. Most of our parents, speaking as a second generation British Asian, came to the UK in the 1960s and 1970s with little to be shallow about, working hard to make our generation into the label lovers and brand hoarders, albeit “well-educated” lovers and hoarders, we have become. With this in mind, I took to reading Neil Boorman’s new book ‘Bonfire Of The Brands: How I Learned To Live Without Labels’ with some scepticism. My parents have worked hard to allow me to be able to enjoy these social signifiers. By purchasing and wearing a t-shirt with a logo on the front or drinking an Evian doesn’t make me shallow but maybe there was a deeper point to his argument.

When Neil Boorman, writer, journalist and music promoter, informed the world of his plans to burn all of his branded goods, “Gucci shoes, Habitat chairs, even Simple soap,” he wrote in August 2006 on his blog, in a public display of his frustration with how brands have overtaken and ruled his life, there were equal cries of support and annoyance. Instead of burning all of these possessions, why not donate the whole lot to charity he was asked. Public opinion was divided on Boorman’s motives for his big bonfire stunt, which was held on 17th Sept 2006 in London’s Finsbury Park, some cried he was “a shallow attention seeker” and others felt he had rightly opened up the debate on materialism and the world we now consume.

After reading passages from Boorman's book, the experiences he cites of his childhood of wearing the wrong trainers at school, of not listening to the right music and generally not fitting in with the “cool people” are stories that many can relate too, if rather selfishly, the first generation of British Asians can sympathise with his struggles closely. Moving to a new country, dealing with cultural struggles and not owning the coolest “gear” as our parents were more concerned with the values of a solid education than Nike trainers. The symbols of materialism within the Asian community today, can be broken down to items, which other people will see and take interest in. The old adage of showing the neighbours how well you are doing; cars being the main symbol of Asian success – just note how many Asian people drive BMWs or Mercedes’ but are still yet to put in double glazing.

Boorman’s starting point for his bonfire came after he gave up drinking alcohol. As he threw and crushed the bottles and cans away he got the idea of burning his brands in a public display. He goes on to reference 15th-century Italy in his blog before the bonfire, “priests would regularly lead public burnings in local squares to destroy mirrors, fine clothing and cosmetics: sinful items of vanity in their day. I resolved: six months from today, I am going to hold my own bonfire of the vanities.”

The struggles he meets whilst trying to live a completely brand free existence are witty and light, such as his home made toothpaste and brand free footwear choices, however the larger issue he was dealing with seems to burn away with the bonfire. Bonfire Of The Brands provides, ironically for such a huge subject, somewhat light relief. Well worth a read, although difficult to relate to at times, it may not inspire you to live the brand free existence Boorman was trying to but it may brighten up your morning commute to work, Starbucks in one hand, Neil Boorman in the other.

‘Bonfire Of The Brands: How I Learned To Live Without Labels’, by Neil Boorman is out now, published by Canongate at £12.99