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Laurence Shames, author of "The More Factor," argues that the American way of doing things and the American sense of what's worth doing is based on a frontier, a symbol for opportunity- more. The tank top I purchased fits into what Shames calls "The More Factor" because the values in our society are ever changing; as is the frontier. In America, the fashion industry defines how its society should dress, and guarantees its success by focusing its packaging on the reassurance that what consumers are looking at, and potentially buying, is something newer and better. In America, where the idea that "bigger is better" is the underlying theory behind consumer culture, its fashion industry ironically thrives on the idea of less being more, with respect to the amount of material used for clothing, and
targets the whimsical minded adolescent citizens who consume extremely expensive clothing, associating it with societal status...
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