YOMANGO [Mango is the extremely popular Spanish commercial clothing brand, and “mangar” in Spanish means “to rob”, also a very popular act] is a brand whose main objective, as is the case in most important brands, is not so much to sell things, but rather, the “acquisition” of a lifestyle on a massive scale.

It is a wellknown fact that brands aim to sell things. However, they know well that they will only survive within the postmodern market if they are successfully associated with a stylised representation of a desirable lifestyle: the young bon-vivant of the Martini brand, or the tough and lonesome cowboy of Marlboro county. YOMANGO has nothing to sell, but what it can do is offer the viewer a lifestyle.

This video shows how the style YOMANGO, as in all “novelties” of capitalist commerce, is not strictly speaking a “new” style. It also shows us that the brand, and its startup strategy, are not just about the legal or “illegal” appropriation of things, but rather about articulating and giving the wellknown practice of “expropriation” some self-organization, objectives and tools of the imagination, desire and intelligence, a new grammar. Capitalism is today grounded on social production and reproduction, on the exploitation of intelligence, of collective creativity. The market feeds on ideas, on lifestyles, on the many forms that people choose to express themselves, through words, dress, gestures, sexuality... The market appropriates your desires, your expectations, your experience, and gives it all back to you in an alienated form: other to you, turned into “things” for you to buy. You can buy your own frozen happiness. What the style of YOMANGO proposes is to “reappropriate”, to legitimise and amplify an “expropriation” of what in fact belongs to the community, before it was all turned into “things”.

Yomango-Follow Me presents in an entertaining and didactic way the diverse artifices and security systems that can be found and must be deactivated within the process of getting a complete YOMANGO meal.

One of their most repeated slogans: Yomango (I rob) because happiness cannot be bought. After watching this video, no doubt is left about this. It is a fact, happiness cannot be bought.