London, UK–Personally, I believe that true art is one that makes a point through novel–often ironic–means, and this is exactly what Madrid-based PSJM have created their thought-provoking lighbox installations entitled ‘Made by Slaves for Free People’.

Currently on display at the Riflemaker Gallery in Soho, their varying installations and sketches force us to reflect upon the grim reality that hides behind well-known brands such as H&M and Gap, where wages of workers in Bangalore are as little as 13p/25¢ an hour for a 48-hour week (see recent reports from The Guardian, 2007). Previously displayed in the Plaza Major in Gijon (Spain), the installations were withdrawn due to pressure from Adidas.

“In the line of work developed by PSJM, the team-brand targets the contemporary universe of brands as creators of symbolic values, abstract identities that shape the individual’s own identity. The great multinational trademarks, true symbols of capitalist democracy born in free countries, base their race towards maximum profits in the exploitation of Asian workers. For these large corporations, locating their factories in countries where labour conditions for workers are ignored, or where they even prohibit unionism by means of threats, does not pose any contradiction to the messages later transmitted to forge their brand values, always related to individual freedom and the drive for self-improvement.”

If you’re in town, challenge your perspectives and head over to this fascinating exhibition.

Riflemaker Gallery, 79 Beak Street, London W1F 9SU

Mon-Fri 10-6pm/Sat 12-6pm. Closed on Sundays.

Images courtesy of the Riflemaker Gallery