Skate the night away at the Neon Roller Rink in the hypnotic mall of "Name Brand". "Name Brand" takes you on a journey through a neon-lit dream world of corporate consumerism and late stage capital idealism. Featuring harrowing vocals and dreamy synths, this album will transport you to a world where 'possibly maybe's are better than any definitive answer and window-shopping in your dreams is the ultimate form of escapism.

The listener finds themselves at the Name Brand Mall, immediately taken in by the displays and advertisements drawing in all attention. Floral designs and the text "Be sure to purchase your very own Genuine Pelican Replica!" and "Become a Consumer Today!" dominates every unfinished surface and possible surface in the mall. Exhausted by the immersive shopping experience, the listener takes a seat at the massage chairs and begins to drift to sleep...

In their dream, the listener is skating in circles, feeling free and alive as the cool, damp air whips through their hair. The listener opens their eyes to see they are at the Neon Roller Rink inside the mall but their attention is on listening to a conversation in the corner that sounds like a breakup at the roller rink. Upon seeing the highest quality synthetic fabrics and technology on the decoupling skaters, the listener is filled with desire to become a Consumer Today. They pull out their Dynatec mobile communications device and make a phone call to their assistant to send an e-mail to headquarters about flying in coke and make a note of the Name Brand brand name chequering the lapels of the surrounding skater's clothing. Reminded by the sound of the word 'coke', the listener is compelled to go to the drink stand to order a cola.

The listener rapidly skates back onto the rink, quite literally flying with coke, and makes plenty of fast friends along the way with the other skaters who hang out there before being reprimanded by the dancehall monitor for bringing a beverage onto the rink. The listener notices a glimpse of storefronts leading to the attached Goth Mall, with its dark and moody atmosphere, providing the perfect contrast to the bright and polished booths and facades of the roller rink. The person behind the skate rental counter incredulously barks "Hello, McFly!" as you stroll off still wearing the skates to purchase more products.

"Take a stroll along the indoor shaded paths to our product partners and remember to stop by Mr. Tuxedo and the Palm Pilot booth, where you can purchase the latest and greatest clothing and gadgets. You may have a chance to buy a genuine pelican replica." Eye-catching copy and graphics smatter the walls at the threshold of the Neon Roller Rink and the Goth Mall. "...And when it's time to checkout, you can pay by phone and receive a guaranteed quality check."recites a vaguely-human voice from a distant loudspeaker.

The resource officers loom in the distance, a reminder of the control and surveillance that permeates every aspect of this consumer culture. One in particular is kind of cute, but you know it could never be. Even as you navigate the dangers of this world, the allure of the mall and its endless shelves of products beckons you forward to find the right earrings for your crush. While perusing the merchandise, you receive a message on your Dynatec mobile communications device that elicits a familiar warm feeling of sexual tension online. Before you even look to see the number, the listener seeps into a daydream compacted into mere moments of shopping with your imaginary accomplice.

The listener comes to their senses while looking for the exit, passing an antismoking poster on your way to the SunSetter demonstration in the middle of the mall, where you notice an unmarked, unpriced pelican replica. The item evaporates in your hands and you wake up in the massage chair. It was all a dream, or was it?

Whether you're trying on the latest fashions or indulging in the latest technology, "Name Brand" invites you to lose yourself in the rush of acquiring the latest and greatest products. Here, you can indulge in your darker consumer desires, surrounded by edgy fashion and alternative products. The dream never ends because it may have never begun. But if you want it, you can buy it.

You are invited to indulge in the luxurious world of "Name Brand". Enjoy on the patio, in the sunroom, or at the pool.