You Say Tomato

Last week in Otovalo, a few friends and I went out to a club.  My first impression was that I was at a middle school dance.  As I took in the scene, I noticed everyone was decked out in Aeropostale, Abercrombie, or Hollister.  Because we were the only “gringos” (a term Ecuadorians use to describe Americans), we were deemed exotic and instantly approached by the locals.  We were talking to two men from the area (both dressed in Aeropostale).  One of the first topics covered was our age.  My mouth tactlessly dropped when they told me they were 25.  They were 25 and dressed like an American 7^th grader!  Being receptive to my “nonchalant” surprise, they inquired about my reaction.  The conversation naturally progressed into a conversation of cultural differences.  I told them that in the United States, the common demographic for such name brands are a little younger, more than ten years younger in fact.  They recounted to me that here, these name brands are EVERYTHING.  Here, having Hollister branded across your chest is a sign of wealth and affluence, and is fashionable among people well into their sixties.  I cringed as I imagined my mother (who is in her fifties) dressed from head to toe in something I wore in middle school. 

However, after thinking about it, how could I be so condescending?  I reflected on my three Coach purses at home, the Pandora bracelet I have, and the Movado watch I’ve coveted for the past year.  To me, an American that has outgrown Hollister, Abercrombie, and Aeropostale, wearing these clothes now seemed immature.  But how immature can it really be?  Although I no longer wear these clothes, my tastes have simply evolved into things considered by American culture “more” sophisticated.  Aeropostale to them is my Coach purse.  Neither one is better, just different.     

Both cultures put a stress on brand names and they signify the same thing: money.  However, here, a sweatshirt from Holister can cost you about as much as that Coach purse.  I know that back in the U.S. these clothes are a little pricey, but here they are double the prices back home!  Because these clothes are so costly here, it’s very easy to figure out who has money.  To own that shirt from Aeropostale is a big deal, especially when you think about how much less money the people here have.  To give you an idea, the average schoolteacher here makes about two dollars an hour.  Looking back on that instance at the club, I wish I would’ve had a different attitude; those guys were probably millionaires!