The Bodens

 

Boden family values or refugees from the middle classes?
Boden family values or refugees from the middle classes?

Walking home at the end of the Bank Holiday weekend, we passed a little boy on a scooter and a man wearing a t-shirt that read: ‘Wearing Boden is not enough’. Where did he get that t-shirt? I’ve searched the Boden catalogue and they don’t seem to be selling them there. It stuck in my head: we’re not getting the lifestyle free with the t-shirt – that sundrenched, breakfast on the terrace, smooth-skinned, shiny-haired, true-blue, union-jacked, white-walled, dipping our toes in the swimming lifestyle.

Instead we have cramped rooms and frizzy hair and too much junk and not enough time and traffic outside the window and cars that leak and gardens that need weeded and to-do lists that keep growing and houses we can’t sell and children who wake up at the wrong time and once in a while a moment when the sun comes out and we’re with friends in a beautiful place and our children make us laugh and someone surprises us by taking a camping stove, five cups, a teabag and milk out of their rucksack and then everyday life, the one we’re blessed to be living, is as good as the one dreamed up by the marketing men.  But wearing the clothes is not enough – it doesn’t even get you started.