Inconspicuous Consumption

One of my favorite zines of the early 1990s was Beer Frame: The Journal of Inconspicuous Consumption. In each issue, the author, Paul Lukas, reviewed mundane products by examining their packaging and design details in a way that made me look at everything in the human-made world with fresh eyes. He stopped publishing it a few years later and focused on reviewing sports uniforms for the next 25 years, which held zero interest for me, unfortunately. But a couple of months ago, Lukas rebooted Inconspicuous Consumption as a Substack newsletter. After reading the issue about the superiority of "Beware of Dog" signs over "Beware of the Dog" signs, I immediately bought a subscription. — MF