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Brand bonfire for 'label addict' Brand bonfire for 'label addict'
(about 10 hours later)
A journalist and music promoter is to set fire to his branded goods in an bid to generate a "more responsible attitude" amongst consumers. A journalist and music promoter is to set fire to his branded goods in an bid to generate a "more responsible attitude" among consumers.
Neil Boorman will subsequently be attempting to live the rest of his life without any kind of brand consumption.Neil Boorman will subsequently be attempting to live the rest of his life without any kind of brand consumption.
He is also planning to cover his experiences in a book which is due to be published in 2007.He is also planning to cover his experiences in a book which is due to be published in 2007.
Boorman, a self-confessed label addict, is due to burn his possessions in Finsbury Square, east London. Boorman, a self-confessed label addict, is due to burn his possessions at 1900 BST in Finsbury Square, London.
He told BBC News that the bonfire was getting "pretty big".
"There's hundreds of pieces of clothing. There's my TV, there's my DVD player. I've got loads of cleaning stuff.
"As much as I would like to thrown my old TV on the fire I'm going to do something less satisfying by putting a sledgehammer through it."
He has previously written an article for the BBC News website in which he explained his motivations for destroying most of his personal belongings.He has previously written an article for the BBC News website in which he explained his motivations for destroying most of his personal belongings.
He admitted to being addicted to owning brands, and wrote that: "For as long as I can remember, they have occupied my thoughts during the waking day.He admitted to being addicted to owning brands, and wrote that: "For as long as I can remember, they have occupied my thoughts during the waking day.
"To find real happiness, to find the real me, I must get rid of it all and start again, a brand-free life, if that is indeed possible.""To find real happiness, to find the real me, I must get rid of it all and start again, a brand-free life, if that is indeed possible."