My girlfriend and I walked by a clothing storefront and noticed the print on some of the t-shirts at the lower right corner of the window and went in. She had mentioned this Imaginary Foundation (IF) before. They make print t-shirts.
I went to school at an expensive liberal arts college in the Hudson Valley—everyone there makes print t-shirts. It is like a business you start as a college sophomore as a way to convince yourself that you are a ‘creative entrepreneur’ before you enter the corporate world (or, alternatively, as a penance for inherited culture and comfort) the not-for-profit world.
Often, I cannot stand them —the print t-shirts. There is something out of shape about them, as if the juxtaposition of body/shirt/image, sets askew some intrinsic agreement in the marriage of fashion and identity. And yet, the IF designs spoke to me. There is something dreamy and yet sincere about these prints. If le petit prince was looking for a print t-shirt, he would buy one of these.
It just so happened that the owner of the company was visiting this Seattle distributor and was in the store. He was awkward, skittish and European. I liked him, and before we left I told him that I blog for a thinking and humanities institute out east and may want to write about his brand. That’s how I got into the Imaginary Foundation.
The shirts are not exactly ‘pretty,’ or ‘fashionable,’ rather, their attraction is a gesture beyond themselves -- a rare feat in a culture that positions branding as the apex of success. I’ll describe one shirt and if interested you can invest your own time in the Imaginary Foundation.
The “Being There” shirt has three anonymous human heads (one of the cloud suit, one of the water suit, and one of the fire suit). The heads are in peripheral view and are aligned, with a slight skew (allowing us the view of all three faces), as they break through a wall, the veil of the universe.
Other shirts handle concepts of psychosis and love “Love Science,” science and discovery in a reach towards heaven “Reach,” and other such concepts widely considered esoteric or cliché within the lens of our popular culture. But, we no longer understand what a ‘cliché’ is. I have long held the view that a cliché is a truth, or a point of interest and perspective insight, that has simply been worn out by overexposure. But who has worn it out? How have we taken the liberty and quiet pleasure of the private sphere (the realms of reflection, contemplation, meditation as it is thought of in the Greek terms), out of our living cycle, our consciousness, our daily existence? Why is the call for private contemplation no longer a necessity of existence? It seems we should have more time then ever for such practices. So many of our daily chores, our basic needs, are met through the economic matrix. I no longer have to chop wood for warmth, hunt a boar for food, trek down to the river for a water simply, etc... Why shouldn’t I spend more time in private contemplation, or even public conversation on these more subtle topics of the human necessity? Why shouldn’t I be making something in an effort to communicate those private necessities? The actualization of the humanist requires space for such a practice. And yet, anything that requires a slowing down of, a calling for the work of the mind and private reasoning, is now, quite often immediately, labeled a cliché.
In The Human Condition Arendt writes “The emancipation of labor and the concomitant emancipation of the laboring classes from oppression and exploitation certainly means progress in the direction of non-violence. It is much less certain that it was also progress in the direction of freedom.” She is not saying that laboring classes should not have been emancipated. Rather, that the humanist goal has been blurred by some glitch. Instead of moving towards freedom from wasteful labor (a waste of human power -- physical, mental, spiritual) we instead have emancipated labor. Most of us have become imprisoned in a non-sustainable cycle that for the continuation of its forward motion requires an ever-increasing consumption and waste. This waste can be seen in terms of power. The core power of the human psyche originates in the liberty of free private thoughts—a psychological space for contemplation. A mapping of one’s stillness that is only possible in the acquisition of free time. Free time is a result of freedom from labors necessity. What Arendt’s thoughts gesture towards is that the set of basic necessities that we have been freed from, have been replaced by another, far more complicated and disguised set—the necessity to perpetuate a system that is moving much faster then us; a necessity to consume and continue consuming. To be ‘a part of‘ is, today, to be a consumer—to take ones place in the labor of waste.
Oh right, I wanted to tell you about a product...
“IF” is a creative project. It gains the viewers attention and borrows the imagination. This is a beginning. It does not steal, it borrows. It suggests the prospect of resonance rather than ownership.
I checked out the company website. The “about” page describes the development of the Imaginary Foundation: “a think tank from Switzerland that does experimental research on new ways of thinking and the power of the imagination. They hold dear a belief in human potential and seek progress in all directions.” The page is dotted with black and white images from the sixties, shaggy haired men and turtle-neck clad women engaged in contemplative, laissez-faire, light spirited dialogue. The imaginary director of the foundation is described as a “70-something uber-intellectual whose father founded the Dadaist movement.” The foundation is imaginary. It is a base, a canvas, for the products (the t-shirts) and the ideas behind them.
The blog section of the site imagines a list of contributors: Isadore Muggll, Kamilla Rousseau, etc. These architects, as is the back story, are too imaginary. “IF” is a fictional foundation for the product. But the product is real and engaging.
What is captured here goes beyond the tangible properties of the product (t-shirts). It is about what the product delivers—the wonder of creativity and science, the archetypes of the IF. Imagination IS the foundation of this product.
The blog itself is a venue for artists who marry technology and art, as well as other thought provoking materials. The image I use at the head of this article is taken from the blog. Cloud, idea, light, community, play—IF: all these are represented in the Cloud installation. This art installation is a discovery I am brought to by the Imaginary Foundation.
I once taught a course on the development of contemporary advertising, heavily focused on Edward Bernays and the peripheral route of persuasion. Bernays was Sigmund Freud’s nephew, Woodrow Wilson’s image advisor, the father of the term "Public Relations," and the architect of the torches of freedom (Lucky Strikes) campaign, among many others. His theory, though terribly simplified here, was that the modern consumer does not purchase with his mind; rather, he defers to his emotions in most choices. The rational-actor is a fiction. If consumerism became god, branding became its religion.
Ad campaigns have become remarkably creative, and even, at times, beautiful. Have you ever felt the urge to cry during a Jeep commercial? Many have. I think I have. The central conceptual premise of the AMC show Mad Men, depends upon this tension: between art and consumption; the rendering from black and white, to color; the effective marketing and selling off of the human experience. In question is the art aspect of advertising. It is at the core of Don Draper’s motivations, and the one that despite his many character failings keeps endearing him to us. Ultimately we are asking, will he reconcile his artistic urge (his private motivation) with his office at the homunculus of the consumerism model (his role in the corporate arena). Exposed is a manipulation, an incongruence, an infidelity in the marriage of advertising and art. Where as art points towards something beyond itself, beyond even the image and the medium, the ad campaign points only to one purpose—back into itself. No idea behind it. Nothing living. It consumes.
Advertising is like the Ouroboros, the dragon that swallows its own tail; having entirely swallowed itself, the modern advertising campaign defies the laws of balance, it is only the un-relentless, hungry serpent head of consumption -- devoid of the body of life. The only urge driving it is to possess.
It is the difference between the work of Egon Schiele and Penthouse, the writings of Georges Bataille and a godaddy.com super bowl campaign.
Seduce ->consume. This is the current mandate of the ad campaign. But this relationship is only sustainable through incompletion. It requires continual doses. Seduce -> consume -> feel a lack even in the possession of product (contract unfulfilled) -> be seduced again -> consume. Ad infinitum. A terrible loop.
How can consumerism and individual consciousness (the most private sector) be made sustainable? Is it possible for a product to speak beyond itself? To fulfill the promise of its persuasion? And if it could, what would that mean for us?
Here I position the word sustainability to face two directions. In part it refers to what Arendt terms as “worldly,” the creation produced through work and not labor, something that has the potential to last beyond the productions of time, something that maneuvers into the arena of the eternal. I also want to posit the word in terms of its evolving contemporary potential. The one sector of the public, and political sphere that allows for the platform of this conversation is the environmental movement. It is where we have begun to contemplate the world beyond the shortsighted view of individual lifetimes. We speak of the sustainability of our planet; we are considering new ways to move our habits from wasteful and consumptive, towards lasting and sustainable power. It is a fairly new conversation and the word “sustainability” is evolving with each new perspective we bring to it.
Sustainability goes beyond consumer awareness. It is about the awareness of the product, how a brand gains consciousness. I need to explore here a definition of “consciousness.”
I have come to understand definitions as ever evolving in accordance with society and the pressures put upon it by the conditions of the time, the fractals of our world (more simply put, the culture stew).
Consciousness is the expanding of space into which one can resonate. To learn of the world around us, to acknowledge it, to consider its multiple dimensions, is to become more conscious -- to create space into which we can move by the will of our imagination and invention.
The Imaginary Foundation is an example of this bridge. It acknowledges itself and its fiction. It allows for play. It is a small company that uses the fabrication of its narrative to bring the consumers attention to the mimetic principles behind its product. Revealing the architects conceit brings me (the consumer) into co-authorship of the story. It endears itself to me. We do not only consume the product. We consume the narrative of the product. Even if I do not purchase, if I am thinking about it, I am talking about it, I have bought in. If it generates new ideas and deeper order thoughts, then I have begun to take ownership of the product. I consume the myth, I begin to co-author it -- I don it in the neural network of culture. And thus the product has gained consciousness, has begun to be carried beyond the object -- it resonates.
My study of this product is limited. I am not encouraging anyone here to purchase a shirt. I have not purchased a shirt. What I think this opens up is a table for negotiations between the current consumerism model, and individual consciousness—an opportunity to examine sustainable consumerism in all implications.
“In contrast to the inorganic thereness of lifeless matter, living beings are not mere appearances. To be alive means to be possessed by an urge toward self-display which answers the fact of one’s own appearingness. Living things make their appearance like actors on a stage set for them.”
-Hannah Arendt, The Life of the Mind, vol. 1: Thinking
Political theorists are likely to associate the phrase the “urge to self-display” with a characteristically “Arendtian” politics. But here, Arendt takes self-display to characterize something much more basic and fundamental—the sheer life of human beings. Despite Arendt’s imagery of the actor appearing on a stage, self-display does not seem at all to invoke the greatness of individuality or of heroic deeds. It is merely the “fact of one’s own appearingness.” What could Arendt mean by characterizing human life by the fact of appearing, and what does it mean to say that human beings, as opposed to “lifeless matter” makes their appearance?
In The Life of the Mind, Arendt describes the phenomenon of appearing as human beings’ appearing to others in a way that is subject to the particular perspective of the spectator.
“To appear,” she writes, “always means to seem to others, and this seeming varies according to the standpoint and perspective of the spectator”. In this interpretation, the fact of appearingness is a fact of the world in which we live; it is the fact of plurality and the irreducibility of perspectives that signals that men, not Man, populate the world.
But the fact of appearance also has a moral and political significance that goes beyond this almost formal description of the dual position of subjectivity and objectivity that human beings occupy with respect to one another. If we turn to Origins of Totalitarianism, a text that is not often read in connection with The Life of the Mind, we are confronted with a striking and terrifying picture of the loss of appearingness, which confronts us fully with the implications of Arendt’s characterization of human beings as beings who must make their appearance.
In Origins of Totalitarianism, Arendt uses the term “rightlessness” to describe the condition of European Jews under the Third Reich. In that regime, Jews were not merely “deprived of life, liberty, and the pursuit of happiness, or of equality before the law and freedom of opinion,” but made so irrelevant that “nobody wants even to oppress them”. The ultimate expression of invisibility was the genocide in the death camps of the Final Solution. However, the effectiveness of these camps in rendering people invisible did not lie simply in the physical destruction of millions. The camps sought to destroy what Arendt called the “moral man,” or that aspect of human beings that is subject to moral judgment and valuation. This term attaches not to moral behavior, but to the presence of individual human beings in the world that makes it possible to see them as individuals in the first place.
In the camps, the boundary between life and death and between individuals was so attenuated that it was nearly impossible to distinguish any one person from another, living or dead. The invisibility of individuals this lack of boundaries engendered was so thoroughgoing that it obscured even the most heroic of deaths: “[i]t belonged among the refinements of totalitarian governments in our century that they don’t permit their opponents to die a great, dramatic martyr’s death for their convictions….The totalitarian state lets its opponents disappear in silent anonymity”. Even the most heroic of acts was disposed of simply and without regard or comment, just as those deaths that occurred daily, and both were made invisible along with the individuals in and through whom these deaths occurred.
The crucial point is not that death was made routine, but that the camps ensured that with these deaths any marker of the victim’s having ever been alive also disappeared along with him. The individual prisoner was barely distinguished from the others and seen only as one in a series in which his exact position was irrelevant. As a group, the prisoners were invisible to the world, and as individuals, they were invisible to the world and to one another as distinct people.
The result was an attenuation of the line that separates the lives of individuals as they have lived it from mere physical life and death and the elimination of the world as a stage on which individuals could make their appearance. And in the absence of this stage, death could be nothing more than a “seal on the fact that he had never really existed”.
Making one’s appearance in the world, as an actor does on a stage, is not about being extraordinary. Nor is it a merely formal description of how human beings perceive the world around them and are perceived by other human beings. Rather, appearingness is the essential condition of being recognized as a member of the community of human beings and the world and of being treated accordingly. As the events of the past century have made strikingly clear, appearingness is a condition that we could lose or of which we could be stripped. Our condition of humanity is something that we must create—create by making our appearance in the world. Arendt’s words about our basic condition of appearance alerts us to the dangers of invisibility and should make us suspicious of any situation in which people exist in a condition of invisibility.
In our own time, the Occupy Wall Street movement has helped to bring to light some of those who have been made invisible in poverty. This act of opening up a space in which an individual might make their appearance in the world is, I think, one of the movement’s greatest accomplishments. And a politics of visibility is not just about our own visibility or our own great accomplishments, but about creating stages upon which people can make their appearance and exposing and tearing down those scaffoldings that bar some from entering these stages.
If we see the OWS movement as a politics of appearance, then the albeit valid criticisms about the lack of a definite agenda and the like do seem to lose some of their force. But this does not mean that the movement is a success in Arendt’s terms. The movement has certainly brought us to the stage, but what we all—the invisible and the visible—do with this opening and how we make our appearance onto it remains the political question that only the individual actors, and not any movement, can and must answer.