Original Adidas
Excerpts from a text by Erden Kosova
[…]
The same tension between the two ideologies is used in two
further pieces. The first one is concerning the difficulty in finding and
buying meat in the Ceausescu-era. The complementary parts of the animals
that are bought instead were named by the general population after luxurious
goods to be found in the West. Thus, the flimsy claws of chicken were called
‘cutlery’, the pork head ‘computer’ and the meatless feet of pigs ‘adidas’.
The latter ironic metaphor is literalised by Nanca through the three stripes
of the famous brand placed onto pork feet.
[…]
Basically the popular name for pork feet was 'adidas'
which is the word people use for sports shoes in Romanian (just
like everywhere else they say Xerox for photocopier etc). Basically
by branding the pork feet I am bringing people's attention
to recent history when they could only buy pork feet — at a
time when capitalism and it's brands are seriously taking over
people's lives...
Vlad Nanca (ROU)
Artist based in Bucharest, Romania
Erden Kosova (TUR)
Writer and curator, Ph.D. candidate in the theory of visual culture department at Goldsmiths College in London, England
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