Read the story here. An extract:

I start with the obvious. Memorabilia primarily serves as an aid to remembering. I start here because memorabilia is often judged as being aesthetically deficient, which then levies judgment upon the person who purchased the item. Rather, an item’s capacity to call up memories of an event, a shared moment, or a life-changing experience is surely its purpose and how it should be considered. For example, the screen-printed tea towel that I now own will not only remind me of the day of the Royal Wedding in years to come. It will also serve to conjure up memories of friends and my overall experience of being at St Andrews. Secondly, memorabilia provides a means by which we can intentionally make a claim on a particular memory or experience. The decision to purchase memorabilia is an intentional decision to remember the moment attached to the item. Perhaps we are just victims of good marketing in our purchasing. Or perhaps good marketers realise that we want to remember our good experiences and they have capitalised on those moments.