Thomas Edralin 
LAME 
Look At Me, Everyone

LAME (Look at Me, Everyone) by Thomas Edralin speaks about branding and brand reputation in the clothing industry, more specifically within fashion and streetwear. Conversely, the book investigates why consumers may feel compelled to chase such contrived surfaces, such as a brand name or a logo, in the first place.

In LAME, Edralin explores the following questions:

• How do clothing brands elevate their clothing through their associated reputation and image?


• To what extent do concepts such as exclusivity and brand authenticity play in attracting consumers?


• Why does something as superficial as a logo or a brand name matter so much for clothes in particular?

Stemming from his own experiences with brand names in particular, Edralin seeks to explain how the beauty behind streetwear and, by extension, clothing in general, is predicated on the rich stories behind its brands themselves. LAME helps bridge the gap between those who are and those who are not interested in fashion and streetwear. Edralin strongly believes that anyone can learn from these subcultures, whether it be drawing viable business practices or, simply put, redefining a relationship with clothes themselves.