BBC News: Bonfire of the brands

Most people have the hots for brand-named items. This guy has a different burning desire.

As a young teenager, all I ever wanted to do was to work with my favourite brands - Adidas, Technics, Budweiser, Sony - the names that were plastered over the things I craved to own.

Where some boys had posters of footballers or movie stars on their walls, I had images of trainers and turntables - to be surrounded by these names made me feel better about myself, transforming me from my humdrum middle class life in south London suburbia.

But in less than a month's time, I am going to burn every branded thing in my possession.