A Brahmin, a member of the Hindu priestly class, had a great reputation for holiness and received many gifts, which made him rich.
One day, he decided to dress himself as a poor peasant. In this attire, he went to the marketplace, but no one saluted him or gave him any presents.
The Brahmin then returned home, dressed himself in rich garments, and went back to the marketplace. This time, everyone saluted him, made way for him, and many handed him gifts. This was the customary treatment for a holy Brahmin appearing in the market.
Once again, the Brahmin returned home and changed his clothes. Then, taking the rich garments, he set them up on a shrine near the market. As he prostrated himself before them, he cried out continually: "O mighty garments, you are esteemed above all else in this world."
The people gathered around in wonder and, in time, came to worship the clothes just as the Brahmin did.
This custom has spread far and wide. Now, in many countries around the world, trendy and fashionable people do essentially the same thing, though perhaps not in exactly the same way as the Brahmin.