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Bruce Sterling: Decoding Advertising

Sushmitasen "Check out the Indian detailing in those jeans. Jeans have been the signifiers of globalization for something like fifty years now. They're Pax Americana, Washington-Consensus clothing. But these are Indian jeans. They're as Indian as Indian railroads and Indian cinema. An American woman could show up in a pair of these Indian jeans in Chicago or New York, and people would look at her funny; these jeans, which are the ultimate American garment, just aren't quite Yankee any more." (Bruce Sterling)

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