From Paul Lukas' website,

What is inconspicuous consumption?

It's about deconstructing the details of consumer culture -- details that are either so weird or obscure that we'd never see them, or so ubiquitous that we've essentially stopped seeing them. This can mean anything from a bizarre canned good, like sauerkraut juice, to a beautifully designed light-industrial object that we've always taken for granted, like the Brannock Device (that gizmo they use to measure your shoe size).

[Inconspicuous Consumption refers to] products like these -- some of them eccentric, many exceedingly ordinary, but all worthy of close inspection -- as a way to look at consumer culture in excruciating detail.

"Inconspicuous Consumption" is a registered trademark of Paul Lukas, so hands off.

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