From August 2005 to June 2006, Hans Eijkelboom bought 32 new outfits for himself. The only criterion for his choice was the price: it couldn’t be higher than 10 euros. He then compiled his self-portraits wearing 10-euro outfits in a book of the same name.
At first, Eijkelboom used to investigate the influence of appearance and clothing on the relationship between the individual and identity. Then, gradually morphed into the relationship between the individual and the masses in a globalized society.