Fast Company notices:
For many people, one of the most satisfying things about buying a new widget is the brand attached to it–whether it’s an Apple logo on the iPhone or a Prada logo on a handbag. Unconsumption, a Tumblr blog that explores the idea of creative reuse, is turning the branding concept on its head with the Uncollection, a project that invites DIY-ers of all stripes to stick the Unconsumption logo–a shopping cart known as Mr. Cart–on items they already own.
Many have noticed an impotence associated with postmodernism, a sort of attitude that prefers whimsy and contradiction to practicality. Now such impotence has a quintessential expression: a brand you can slap on everything you own to show you don’t like to own things.