It seems the English Pub
Hook has invaded stores everywhere. Have you seen them? They're deceptively
simple things: a mirror, a frame, and a row of hooks, where, legend has it,
the English would hang their whatevers before ordering that pint of ale.
I first noticed the
English Pub Hook at my local Pottery Barn. God, I love that store. Shopping
there sends a signal to professional women in my neighborhood that I am a man
of taste. The fact that I've never bought anything at the Pottery Barn doesn't
matter. After all, thousands of women have seen me admire the English Pub Hook
on Saturday afternoons, but no one has ever stood in my apartment and removed
a piece of clothing. I suppose that makes the Hook the very definition of a
luxury item—a thing I'm desperate to buy, display in my home, and never ever
use.
In some ways, my shopping habits are a version of the American dream. I don't
come from a Pottery Barn family. I clawed my way there. My sister, for
example, is still a few levels beneath me in the chain chain, and she's not in a
hurry to move up. She's what I call an Egalitarian Shopper. She likes a store
that looks like America, where she can push her cart down an aisle full of
screaming babies because Mom disappeared head first into the bargain bin. Good ol' Sis. She likes to be one of the crowd. And likes her apartment to look
like one of a crowd. Which is why I took her to Wal-Mart recently to purchase
some mass-produced, socially inclusive items for her apartment.
Now, you're not going to believe this, but as I browsed in Wal-Mart that
day near a poster of Monet's Water Lilies I turned to find—you guessed it—
a row of English Pub Hooks. The same ones offered at the Pottery Barn. My
head swam. I called for a cappuccino, which I always do in times of
crisis. My entire world view, which ranked consumer
goods, stores, streets, girlfriends, colleges, neighbors, and their pets
using an objective formula developed by US News & World Report—the very idea that one thing could be
worth more than another—was collapsing right in front of me.
How did these stupid hooks get here, anyway? It took Monet 100 years to move
from the salon to the discount store. If nothing else, it was clear that
useless items were no longer the privilege of the well-to-do. Luxury was
invading bargain basements at a faster and faster rate. It had probably taken
minutes for a Wal-Mart executive to spy that English Pub Hook in his
neighborhood Pottery Barn and jump on the latest trend in coat hanging.
It was then that I had the most painful realization. I'd been duped. I'd
planned to furnish my apartment with limited edition things. I was going to
pay full price. Now, the sad reality was that I could invite people over for a
soiree or some other kind of French activity, and they'd hang up their coats
and still not know for sure if I was a Pottery Barn kind of guy. God, I'm
dizzy just thinking about it.
Clearly, a corporate marketing department had decided that everyone would
benefit from the English Pub Hook. Now. Immediately. And with our vaunted
manufacturing and distribution system—truly our nation's gift to
posterity—hooks were arriving at stores across this land just-in-time,
just-for-you, just-because.
I stood in Wal-Mart that afternoon and wondered where our one-taste-fits-all
culture had gotten us. Let's face it. No one actually needs an English Pub
Hook—unless you sell beer in England. So I did the only thing a rational
consumer could do. I bought one. And though I impressed a lot of women in the
checkout line that day, it hasn't exactly changed my life. It's hanging on the
wall, still waiting to be used.
—Bulk Head, Spring 2002