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. As Yomango states on its website, its only interest in commodities is “to make something new happen in their midst, to push them to the point of turning them into something else, something that has nothing to do with producing a way of life that is dedicated to consumption, but rather moves toward inventing new possible ways of living.” Through its actions and its philosophy, but also through its style and design, Yomango turns the impulse to shoplift into a movement, a method, an art form.

YOMANGO: Official presentation of the brandname from leodecerca on Vimeo.