TRACKING GLOBALIZATION in Tilley et al 2006 Handbook of Material Culture about how the meaning of and creation of value seem which accumulation of wealth economic circumstances in well suited to making sense of fetishism – an attitude of inquiry social situations. by human agents in different things shifts as a function of use they end with an argument the social and geographical lives of particular com- modities class, ethnicity, and gender; and consumers strati- fied by locales and connects producers links geographically separate commodity biographies tural identity. change, political power, and cul- vehicles for narrating economic mysterious and occult
Critical fetishism, in short, challenges a geo- graphical view of globalization as ‘a spreading ink stain’ and and consumers strati- fied by and creation of value seem which accumulation of wealth economic circumstances in well suited to making sense of fetishism – an attitude of inquiry social situations. by human agents in different things shifts as a function of use about how the meaning of they end with an argument class, ethnicity, and gender; locales and connects producers instead promotes a spatial recog- nition of globalization as ‘partial, uneven and unstable; a socially links geographically separate commodity biographies tural identity. change, political power, and cul- vehicles for narrating economic the social and geographical lives of particular com- modities TRACKING GLOBALIZATION in Tilley et al 2006 Handbook of Material Culture Critical fetishism Critical fetishism become analytically dis- cernible and politically meaningful’ (Whatmore and Thorne 1997: 287, 289). contested rather than logi- cal process in which many spaces of resistance, alterity and possibility mysterious and occult
• In 2007, the worldwide denim market equalled USD 51.6 billion, with demand growing by 5% and supply growing by 8% annually. • Over 50% of denim is produced in Asia, specifically China, India, and Bangladesh.
Brass rivets from Namibian copper and Australian zinc: zip teeth from Japan: zip tape from France: thread made from petroleum in Japan and subsequently spun in Ireland: synthetic indigo dye which when discarded cuts out light in water and so kills fish and plants; labour, carried out in Tunisia, paying about 1.5 dollars per hour; and, cotton probably grown in a Majority World country using large amounts of water and probably a genetically modified seed . (adapted from Sinclair, 2001)(Keirl 2006)
A typical pair of blue jeans consumes 919 gallons of water during its life cycle (this includes the water to irrigate the cotton crop, manufacture the jeans, and the Aufman, (2011 numerous washes by the consumer)
• half of the population wears denim on any given day (not including south asia and china) ( Miller & Woodwood 2012) • the global average is for people to wear jeans 3.5 days a week (Global Lifestyle Monitor 2008) • the highest frequency is Germany (5.2 days a week)(ownership is on average 8,6 pairs per person) • Globally more than six out of ten consumers (62%) say they love wearing denim, (72 % in Brazil) ( Miller & Woodwood 2012)
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