In fashion, garments and aesthetics emerging from popular classes have become a model of reference for luxury brands. However, by offering these appropriations at unaffordable prices, these brands confirm their elitist position in the disposition of a legitimate taste. eAt ThE rIcH is a collection of garments that aims to take a satirical look at the commodification of popular cultures. Quotes taken from internet memes are embroidered onto clothing and accessories historically associated with popular classes, creating an ambiguous narrative around these symbols. By combining cheap garments with embroidery, the project aims to challenge a hierarchic organisation of tastes.