No Logo: Taking Aim at the Brand Bullies.

• Author: Douglas, Susan
• Position: Brief Article

Naomi Klein's No Logo: Taking Aim at the Brand Bullies (Picador USA, 2000), has already gotten some--but not enough--attention. Klein drives home how our new branded identities--walking around like sandwich boards for Nike, Hilfiger, et al.--are possible because of Indonesian girls who earn two dollars a day. The book makes crucial connections between the supposedly pro-feminist "Just Do It" campaign aimed at Western women, and the grinding exploitation of real women and girls who crank out sneakers in death-trap factories. But what's great about the...