Do you love buying shoes? Are you someone for whom shoe-shopping begets a Zennish euphoria? Yes?
Here’s some advice for you: Don’t do it with a 12-year-old.
My 8th-grade-bound son has long coveted classic Converse low-tops. Last week, we found a pair of lookalikes on sale for \$15. Sweet! “We’ll take ’em,” I bellowed, relishing the rare and unparalleled near-delirium of buying fabulous shoes at ridiculous prices.
“Um,” my son muttered sheepishly, staring at another pair of shoes: The Converse brand. All Star Chuck Taylors. Same color. Same style. Forty-five bleepin’ bucks. “I’d rather have the real ones.”
In my mind, I said this: “Well, I’d rather have a ’57 Chevy Bel Air convertible, yet somehow we’re leaving here in a dinged-up Honda.” But sensing that we were heading into tricky parenting territory, I uttered this instead: “But … they cost three times as much.”
“Yeah,” he said, forcing himself to meet my puzzled gaze.
“And they look … exactly the same.”
“Not exactly,” he explained. “These have a label.”
I had several problems with this situation. First, when pressed, my normally articulate child could not put into words why the brand mattered so much. His stuttered attempt contained the phrases: “important to me,” “make fun,” and, of course, “cool.”

