Yomango
The name “Yomango” and the lifestyle it celebrates refers to mangar, a Spanish slang term meaning “to shoplift,” particularly from multinational corporations. The concept of ethical shoplifting has suddenly acquired public visibility. The Yomango brand is itself a reappropriation, or détournement, of the widely popular brand Mango. By adding a pronominal prefix (yo, means “I” in Spanish) to the clothing company’s name, the modified brand takes on a different meaning entirely: I swipe. Yomango disrupts the primary goal of the original brand, turning it into a new direct-action practice based on the widespread habit of shoplifting. At first glance, this may seem like a simple surrender to the greedy logic of capitalism, but nothing could be further from the truth.