Keeping up with current trends has become an incredibly draining task, both financially and mentally. Today’s rapidly changing society can’t stay still for a period of time, before ‘it’s out with the old and in with the new’. Whether it is the Ray-Ban aviators that make everyone look slicker, a pair of Vans or even the chino pants that all the private school boys wear, lots of money is spent on maintaining what is deemed ‘cool’ in our consumerist society. But why do we do such things? What is the benefit that we gain from investing in these ever changing fashion and fads over and over again?