A s freshers begin to find their way around Cambridge, and their wobbly cycling endanger fewer people, many are quick to get their hands on college stash. Whether it’s Ryder & Amies puffers, college scarves, cufflinks, or the full sports kit, stash drops now cover any and every type of clothing, all emblazoned with your college or society crest. But does college stash just encourage more consumerism, under the innocent disguise of promoting college pride?

“As a Fresher, there is an innate desire to cement your arrival in Cambridge, and for many, the purchase of stash fulfils just that”

I must confess, I’m guilty of indulging in college-branded clothes myself. When I received an email inviting me to order stash for the first time, I was giddy with excitement. I perused the website intensely and debated the colour of college-crested sweatpants with a seriousness I did not know I possessed. Looking back, my enthusiasm was slightly over the top. Especially now that I routinely delete the incessant emails about new stash drops. As a fresher, there is an innate desire to cement your arrival in Cambridge, and for many, the purchase of stash fulfils just that.

Stash seems to be a harmless extension of the pride that you feel for your college, or university as a whole. This is exactly why merchandise of any form works so well; there is nothing wrong with wanting to display your interests on your clothing. After all, we all want to show our affiliation to a world-renowned institution. 

“This sense of “collective uniform” is, I think, what persuades a lot of people to buy stash in the first place”

When having a walk around Cambridge, I find myself glancing at the crests adorning the clothes of the people I brush past, trying to recognize each of them. I’ll admit it, it’s not the most thrilling pass-time, but sometimes I wonder if despite all of our differences, haven’t we unconsciously created a collective uniform?

This sense of “collective uniform” is, I think, what persuades a lot of people to buy stash in the first place. The sense of belonging, of matching with your peers and representing your college makes you eager to “consume”. I’m not saying that everyone in Cambridge wears the infamous college puffers, but their omnipresence is a factor in the decision to buy one. The stash love is shared by many and there is nothing wrong with the principle behind stash per se, however many tend to overlook its numerous negative impacts.

If we acknowledge that as students we have adopted a “collective uniform”, then our most fierce competitors are tourists flooding the streets of Cambridge. There are at least 8 different merchandise shops in the city centre alone targeting tourists. The tourist/student stash divide feeds into this “us” versus “them” dynamic — Cambridge has a stash problem and both tourists and students are guilty.

The real question is the life “expectancy” of these clothes. In an age where our individual fashion purchases are scrutinised by ourselves and even more severely by others, stash may just be an extension of excessive consumerism. To some extent stash has become another cog in the fast fashion machine. Especially as it does not seem to have a future outside of the gothic corridors of Cambridge. Objectively speaking, the clothes that you are buying are neither of the best quality nor the most aesthetically pleasing or practical; purchasing a coat without a hood is a bold decision in the UK.

In our attempt to feel part of a wider community, perhaps we overlook the fact that Cambridge will likely be a brief chapter in our lives. Once we have graduated and are out in the “real” world, what is the point of wearing clothes amongst people that do not recognize the crest that you so proudly wear? Unless, of course, you plan to use it as an awkward conversation starter.

If anyone is willing to invest in stash, I would highly encourage them to wear it outside of Cambridge. Instead of letting the stash rot away in musty cupboards, students should be ready to give them a second life after their initial mission of showing the pride that you feel for your college: everyday sport attire, comfortable pyjamas…

At its best, college stash is a memento of our time in Cambridge trinkets infused with memories from your student days. At its worst, the clothes that were collected during your time in Cambridge do not have a future after leaving this place. Students, and tourists alike just collect clothes which are not of the best quality and have not been made in the most sustainable way, feeding into fast fashion. The accumulation of stash in our closets, unfortunately, becomes another act of unnecessary consumerism.