" We all have the same Johanneshov armchair in the Strinne green stripe pattern." ( Palahniuk, 43) The Narrator's life is identical as everyone else, everyone in the capitalist society has the same possessions and with it comes a loss of individuality. Thus, the Narrator is not given a name adding the idea of the loss of individuality; he is referred to as the every man, the IKEA man. To further express his capitalist nature, the Narrator says, " The Vild hall clock made of galvanized steel, oh, I had to have that." (Palahniuk, 43) Brand names have replaced personal qualities with product logos; the modern day man cannot be anything of significance without these certain products in his grasp. The Narrator obtained his possessions one at a time. In reality, he was shaping his personality to be the kind of person who would own the things he had.
Tyler Durden appears to be the personification of anti-capitalism. In one quote, he says, "You are not your car. You are not your bank account- He wants to stray away from material possessions and wants society to think as he does about consumerism. To display this, Tyler lives in a run-down house, has no large amounts of possessions or money and wears cheap clothing. For the Narrator, even after he has gone to live with Tyler, the Narrator continues to present what he owned to the outside world as himself. He tells the detective who called, "That was not a bunch of stuff that got destroyed, it was me." Of course, the Narrator immediately adds to himself " I"d like to thank the Academy," but the fact that he identifies himself to what he owns tells that he hasn't changed at all. For readers of Fight Club, the Narrator is the common modern day individual.
The other aspect leading towards the destruction of male is the female. It seems to be that the novel has a very anti-feminist approach. " What you see at fight club is a generation of men raised by women.