Before I tell you about this, I have to admit that I don’t really understand the whole concept of Tumblr. If someone can explain it to me, that would be great. But let’s just put that aside for a moment and talk about Unconsumption. It takes the approach that what really makes us feel good about acquiring all kinds of things is the feeling that follows, a sense of identity, the reflection of something we value onto us. We buy things for the brand. And so the creator, Rob Walker (author of “Buying In”) and his team unveiled Mr. Cart, the Unconsumption logo, which can be downloaded free and pasted, printed and generally affixed to anything you repurpose. It’s rebranding with a brand you don’t feel like an idiot wearing (i.e. “Juicy” printed on your ass. And if you don’t feel like an idiot wearing “Juicy” on your ass, please … reevaluate.) Check it out.