Before Occupy Wall Street, "Buy Nothing Day" was the de facto form of protest against mass consumerism. The whole concept was well, to spend the entire day not spending a cent. 75% of "activists" miss the point and end up going shopping the day after. But on the real, most people aren't hippies or freegans, but end up spending money at small businesses and independent boutiques as a more ethical way of buying into the hype, a practice we wholeheartedly endorse. After all, the obscure Japanese streetwear brands and artisan tailored goods we lust after can't be found at a mall.